As mentioned in our previous blog, Hispanics currently comprise over one-sixth of the population of the United States and hold over $1.3 trillion in purchasing power per year. As the Hispanic demographic only continues to grow, it’s vital to ensure that your brand is reaching and connecting with the Latino population. One of the most effective ways to accomplish this is through digital mediums.
The Latino population notably spends more time on their phones; for example, compared to the total market, they spend nearly 66% more time a week watching videos on their smartphones. This creates a huge window to deliver content and connect to the average Hispanic consumer right at their fingertips. Here are a couple of trends to be on the lookout for in 2019 as this trend continues to rise:
- Voice Search
Voice assistants are everywhere, and it’s predicted that by 2020, half of all search queries will be voice-based. With prominent, competing devices like Siri, Alexa, and Google Home, it’s clear that voice control is here to stay. It is recommended that advertisers start to build strategies centered around voice-based search.
U.S. Hispanics tend to be ahead of the digital curve, and voice control is no exception. The majority of smartphones and smart gadgets are actually owned by the multicultural demographic, so voice search offers a unique opportunity to connect with the Spanish-dominated audience.
Smartphones have steadily replaced television as the “first screen” in regards to video consumption. Social media plays a huge role in this, as consumers typically receive content for the first time through advertisements or short videos on Facebook, Twitter, or Instagram. As videos continue to prevail as such a popular medium, the Hispanic market is searching not just for translated content – they want content that reflects their culture and their values.
Culture is the new way to communicate, especially through video, as it really allows a brand to capture and express the authenticity and essence of a community. In fact, PM3 Agency noted that 73% of third-generation Hispanics watch videos that speak to their heritage. Additionally, two out of three bilingual Hispanics prefer to watch videos in Spanish.
It’s important to note that marketing towards Hispanic culture goes beyond obvious passion points that other brands have spoken to, such as soccer. It demands going deeper into the community, invoking aspects such as education, food, and dance.
A chatbot is an online chat powered by artificial intelligence that is available 24/7 and can be bilingual. It is typically employed for sales, product support, and customer service. This is a huge tool to use to communicate with Millennials. As Millennials make up about 40% of the Hispanic population, and Hispanics are proven to be heavy mobile users and tend to be more tech-savvy in general, chatbots have the potential to become a vital way to communicate with the Hispanic population.
- Influencer Marketing
Influencer marketing is important across all demographics, and they are no less important in the Hispanic market, especially as social media is even more of a driving force in the Latino culture as compared to other demographics.
Latino influencers are making a larger impact than ever before, and cover topics ranging from beauty to travel to food. Top Hispanic influencers include Venezuelan-born vine-star Lele Pons, fitness guru Michelle Lewin, and Chilean Youtuber German Garmendia.
2019 is a promising year for Hispanic digital marketing, and the Hispanic audience is only predicted to grow more influential as they continue to become even more digitally-synced and connected than the average consumer. In order to ensure that your brand is effectively and creatively reaching the Latino population, you want a marketing agency that is committed to fully understanding Hispanic culture. Vaquero Advertising offers a wide range of digital services, curated specifically for reaching the Hispanic consumer. Contact Vaquero Advertising and find out how you can build your cultural entourage today.