The 10 Best Hispanic Marketing Tips in 2023

1. Get Started With Hispanic Marketing ASAP

The time to begin using Hispanic marketing to grow your business is now. Did you know that Hispanics in the U.S. are the  highest spending minority group in the United States?

Additionally, U.S. Hispanic population will grow 67.7 million in 2023 a with a Consumer Buying power of $2.8 Trillion in the next 3 years and represent 12% of the total U.S buying power.

2. Use Digital Marketing to Reach Hispanics on Their Favorite Platforms

If the last year has shown us anything, it’s that digital use has skyrocketed -- and will likely continue to do so. While many people can relate to increasing their daily screen time and social media use, Hispanic audiences in particular took to their digital devices at staggering rates  during the pandemic. 

For instance: 

• Hispanics over-index when it comes to tech device ownership. In Q1 2020, 6 in 10 (62%) owned an internet-connected device, making them 29% more likely than the general population to own one. 
• Two-thirds of Hispanics own an enabled Smart TV, making them 25% more likely than the total US population to own one. 
• In 2020, some 78% of Hispanic households have at least one video streaming service, compared to 74% of total US households.
• Seven in 10 Latinos surveyed reported that they have increased the amount of time spent watching movies or shows using a streaming service, while only 55% of non-Hispanics reported doing the same. 
• Hispanic adults are 21% more likely to listen to internet radio than the general online population.

In addition to online streaming and tech device ownership, U.S. Latinos are also heavy users of social media. eMarketer forecasts that in 2023, 70% of Hispanics will use social media every month vs 66.5% of the general population.

Want to see how we reach them? Learn more about the platforms we connect with Latinos on and the services we provide.

Source: Statista, Percentage of adults in the United States who use social networks as of February 2019, by ethnicity. January, 2022.

3. Recognize That Acculturation Plays a Big Role -- Not All Latinos Are the Same 

One of the biggest mistakes businesses make when trying to connect with Latino audiences is assuming that they are all the same. While Latinos in the U.S. do share some of the same cultural values and practices, their level of assimilation and acculturation within the United States can vary greatly. 

A third generation Mexican-American likely has different interests and language preferences than a first generation immigrant who is more closely tied to their home country, Spanish language, and values. 

Learn more about our acculturation model and how we market to Latinos by taking these factors into account. Plus, be sure to check out our article about marketing to Latinos across immigrant generations for more tips. 

4. Avoid Stereotyping the Hispanic Market

On the same note as not assuming that all Latinos are the same, it’s key to avoid using clichés when marketing to Hispanic audiences -- no one wants to feel like they’re being stereotyped or misrepresented. A new study by the Cultural Marketing Council showed that more than half of people ages 13 to 49 have gone as far as quitting a culturally insensitive brand, saying it “offended them or disrespected their values.” 

With over 30 countries in Latin America, addressing all Latinos as a monolithic group or by using clichés about Hispanic culture can come across as tacky at best, and highly offensive at worst -- and it could actually cost your business customers in the long run.

While there are Latinos across the U.S., the Latino population can vary greatly by the local area you’re in. For instance, some areas of the U.S. have Latino populations that are predominantly Mexican-American, such as in California, while others may have a large Latino population mostly made up of El Salvadorians, such as in Washington DC. 

 It’s crucial to take a localized and nuanced approach to your Hispanic marketing instead of using stereotypes and hoping they stick. By taking the time to get to know and understand your area’s local Hispanic community, you can begin to reach them more authentically and effectively.





5. Remember to Keep Language Preferences in Mind

Many people mistakenly believe that Hispanic marketing simply means directly translating an ad from English into Spanish -- and they couldn’t be more wrong. 

Hispanic marketing is not a one size fits all solution. Factors such as immigrant generation, age, acculturation, interests, and more can all play a role in a person’s language preferences. 

As we mentioned earlier, a third generation Latino born in the U.S. will likely be more assimilated into American culture, and therefore most likely prefer English content or bilingual content, while a first generation Latino immigrant in the U.S. would likely prefer to receive ads in Spanish. 

It’s all about context!



6. Utilize Generational Marketing to Reach Latinos of Different Age Groups 

Aside from immigrant generations, reaching Latinos in accordance with the age group they fall under is another key step to reaching them effectively. From Boomers to Millennials and Gen Z, each demographic has their preferences and habits that are key to know when using digital marketing to reach them.

Contrary to popular belief, all age groups tend to spend time on their digital devices and platforms of choice (yes, even the supposed tech-averse Boomers). Knowing which of these platforms they prefer can make all the difference. 

For instance, Millennials might be best reached on social media platforms such as Instagram, while Boomers might prefer email marketing or ads on their favorite news sites. Speaking of Millennials, learn more about how to market to Latino Millennials by reading our post here. 

Although not all members of a generational group are necessarily the same, having a general idea of which platforms make the most sense for each group can help your business outline your overall digital marketing and/or Hispanic marketing strategies. 



7. Stop Using the Same General Market Messaging to Reach the Hispanic Market

When it comes to your Hispanic marketing campaign’s messaging, simply reusing or repurposing the same messaging into Spanish isn’t going to cut it. If you’re already making a dedicated effort to reach out to Latino audiences in particular, why use the same exact approach you would use to reach the general market? 

By taking cultural insights into perspective and gaining a better understanding of your target Hispanic audience, you can then formulate marketing messaging and strategies that more closely align with their culture and motivations for purchasing your products or services. 

This is easier said than done, which is why it’s highly recommended to work with expert Hispanic marketing professionals to get the job done and avoid any faux paus in the process. 

Not sure how to choose the right Hispanic marketing agency for your business? Read our post on the topic to discover what you need to know before making your decision. 



8. Reach the Hispanic Market Year-Round to Make an Impact

Consumers are smart -- and they can see through obvious shallow attempts of brands trying to connect with them. Many businesses take the first step of advertising to Latinos, but fail to follow through by only marketing to them during tentpole occasions, such as Hispanic Heritage Month. 

Don’t be the business that seems like they only care about Hispanic audiences once a year -- consumers will see right through it. Plus, incorporating diversity and inclusion in your marketing campaigns has tons of additional benefits. Check out the chart below for more info!





9. Track Your Progress and Optimize Your Marketing Campaigns Accordingly

Like any other marketing campaigns you run for your business, tracking and optimizing your Hispanic marketing campaigns is essential to not only building better campaigns, but also for getting the best return on investment. 

Once you test different campaign strategies, digital platforms, creative messaging, etc., you can then optimize your future campaigns according to what has shown the best results -- and therefore save money by cutting out what isn’t working for you. 

Want to see how we’ve optimized our clients’ campaigns for better Hispanic digital marketing results? View our client success stories here to get inspired!

10. Consider Partnering With a Hispanic Marketing Agency

If you’ve gotten this far into the article, you’ve learned that a lot goes into Hispanic marketing and creating the best Hispanic digital marketing campaigns possible. With so many factors to take into account, ranging from age, language preferences, generational differences, interests, etc., it can be overwhelming at first. 

No need to fear -- we’re here to help. Feel free to contact one of our expert digital marketing consultants or find a location near you to see how you can get started. 

General questions or comments are always welcome, so feel free to contact us here. We look forward to hearing from you!