5 Hispanic Marketing Tips for a Post-Pandemic World
The pandemic has changed us all. Whether it meant skyrocketing screen times, new hobbies, or a new outlook on how we live our daily lives -- Hispanic marketing is no exception to having undergone major changes. While the pandemic isn’t completely over yet, knowing how to market to today and tomorrow’s Hispanic consumers is essential (are you sick of that word by now? Us too). Read on for our top tips on navigating Hispanic marketing in a post-pandemic world!
In this post, we’ll be discussing the following tips:
- 1. Recognize Hispanic Consumers’ Influence and Act Accordingly
- 2. Reach Hispanic Audiences on Their New Favorite Platforms
- 3. Keep Culture in Mind to Make an Impact -- but Exercise Caution
- 4. Plan Ahead. Your Hispanic Marketing Strategy Needs to be a Year-Round Effort
- 5. Hire a Hispanic Marketing Agency to Get the Job Done Right
Questions or comments?
Reach out to us here.
1. Recognize Hispanic Consumers’ Influence and Act Accordingly
Before we dive into tips for reaching Hispanic consumers post-pandemic, understanding their cultural and economic influence within the U.S. is vital .
Did you know that
almost one in five people in the United States is Hispanic? With over 62 million individuals, Latinos currently wield an astounding $1.7 trillion in buying power -- making them a crucial group to reach.
Plus, did you know:
- Between 2010- 2019, Hispanic Buying Power increased 69%. This rate outpaces Non-Hispanics, whose buying power increased 41% during the same time period.
- In 2020, Gen Z became the first portion of the U.S. population to be an American multicultural majority among teens ages 17 and under.
- Other age groups will soon follow. For those under 35 by 2028 and all people under 50 by 2033, multicultural groups will comprise the majority of their respective populations.
This major shift in the population’s demographics are paving the way for a shift in the way businesses market to consumers. Will your business keep up with the times or quickly fall behind?
2. Reach Hispanic Audiences on Their New Favorite Platforms
3. Keep Culture in Mind to Make an Impact -- but Exercise Caution
Culture, identity, and representation have been a major focus in the last year within both media and politics, and these topics aren’t going away anytime soon as we head into the “next normal.”
Despite many Hispanics being largely bilingual and bicultural, with
75% speaking Spanish at home -- many businesses trying to reach them start off on the wrong foot by not addressing them in the right language and tone. To add insult to injury, Hispanic audiences are spending an astounding amount of time on digital platforms, yet they aren’t being properly represented in the ads they see online.
Hispanic participants in a
recent survey said that several issues stuck out when it comes to digital advertising:
- 32% said many ads are simply translated versions of their English counterparts (32%).
- 29% said their native language isn’t used enough.
- 24% said that the people represented in the ads aren’t Latino.
Evidently, addressing Latinos with a nuanced understanding is key to using Hispanic marketing successfully. Want more tips to learn how to market to Hispanic consumers? Check out some of our previous posts below.
Recommended Hispanic Marketing Reading
- The 10 Best Hispanic Marketing Tips in 2021
- Why is Spanish-Language Advertising Important in Hispanic Digital Marketing?
- How to Reach the Hispanic Market in 2021
- Are Your Digital Marketing Campaigns Diverse and Inclusive?
The pandemic forever changed the way we interact with one another -- and digital platforms set the tone for an accelerated digital future. While life begins to go back to some form of “normal,” digital habits from the past year remain strong.
Latinos
in particular found themselves flocking to digital platforms to stay in touch with loved ones and keep themselves informed and entertained. Check out the following
digital habits
and best platforms to reach them on.
Mobile
- Mobile is the most popular (55%) device for daily streaming among Latinos, followed by connected TV (51%) and PC (22%).
- 87% of mobile streaming takes place in the home, followed by 26% outside the home, 23% when on a trip, 21% while commuting, and 13% at work.
Digital Video
- 46% of U.S. Latinos prefer consuming ad-supported VOD (video on demand). This makes using Connected TV/OTT ads an excellent way to reach them!
Digital Audio
- Hispanics spent 18% more time listening to podcasts than the general population.
- Of podcast listeners, 16% of Hispanics listen every day, over-indexing the average podcast listener by 9%.
Social Media
- Hispanics spent more time on social networks compared to the total population, with 57% spending more than one hour per day and 27% spending hours or more on social media -- compared with just 48% and 20%, respectively, for the total population.
- There was a 71% increase in social media activity around Spanish-language primetime news and talk vs. the year prior. Meanwhile, social media activity around English Language primetime news and talk only increased by 17%.
Check out the digital tools we have to offer, along with recaps of our successful
Hispanic marketing campaigns.
4. Plan Ahead. Your Hispanic Marketing Strategy Needs to be a Year-Round Effort
As a result of the pandemic and an increased awareness of social and racial issues within the United States, the past year has been full of instances of brands and businesses having to recover from PR nightmares due to shallow attempts of relating to multicultural audiences.
Long story short, addressing Hispanic audiences with one-off campaigns during Hispanic Heritage Month isn’t going to cut it. Audiences can see through brands only participating if it’s for a one-time holiday -- and consumers aren’t afraid to cut ties with brands that they deem to be performative and inauthentic.
If you’re going to develop a Hispanic marketing strategy, make sure your campaigns are a year-round effort -- not only will it pay off in the long term, but it will also save you the headache of being set back by poorly done Hispanic marketing campaigns.
Which brings us to our next point...
5. Hire a Hispanic Marketing Agency to Get the Job Done Right
Chances are, unless you’re a Latino marketing specialist, entering the Hispanic marketing arena entirely by yourself will not be an easy feat. Plus, you can run the risk of turning Latino customers away by lacking the right perspective or sending the wrong message across.
While there are many factors to take into account when choosing a Hispanic marketing agency, ensuring that your agency of choice is run by and for Latinos is key to creating successful Hispanic marketing campaigns.
Not only will Latino marketing professionals be up to date with the latest digital platforms and trends, but they will also have the local knowledge and nuanced perspective that it takes to reach Hispanic consumers using the right balance of culture, language, and tone.
Need help figuring out how to choose an agency for your business? Get our top
tips for choosing the right Hispanic digital marketing agency by checking out our post.
How to Get Started With Hispanic Marketing
Hispanic marketing can often be an overwhelming process for businesses to understand and take on by themselves -- but it doesn’t have to be if you have the help of expert digital marketing consultants who are experts in all things Hispanic marketing.
Want to learn more about getting started? Feel free to
reach out to one of our Hispanic digital marketing consultants
or
find a location near you.
General questions or comments?
Reach out to us
-- we’d love to hear from you!
