Here at Vaquero Advertising, we have been stressing the importance of tapping into the Hispanic market. Within this growing demographic, another subdivision stands out: Hispanic millennials. A study by Marketing Land showed that there are approximately 59 million Hispanic-Americans residing in the United States. Of that number, more than 40% fall into the millennial category. Brands need to be generating greater energy towards engaging Hispanic millennials through targeted messages, campaigns, and content.
Engaging Hispanic millennials is important on numerous levels. This demographic tends to be more receptive to advertising, meaning they tend to pay more attention to commercials. They are also more likely than their non-Hispanic millennial counterparts to purchase products such as clothing, beauty and grooming products, as well as alcohol-related items.
Reaching Hispanic Millennials
A huge way to tap into Hispanic millennials is through digital media. While the Hispanic demographic does not monopolize the smartphone market more than any other demographic, Viant does report that Hispanics tend to spend 25% more time on their phones. With this increased screen time, there is increased exposure to in-app ads. In fact, 36% of Hispanic shoppers found in-app mobile ads to be more influential in their buying process, compared to only 16% of non-Hispanic shoppers.
Additionally, they are more receptive to video marketing as well. Local Solutions reported that, as young Hispanic-Americans are consistently on tuned into their mobile devices, they account for a large portion of streamed content. About 94% of the young Latino population watch online video content on their devices at least once a week. It is also notable that they receive the majority of their content on Facebook, Instagram, and Twitter.
Connecting with Hispanic Millennials
The majority of Hispanic millennials were born in the United States, yet they hold strong cultural ties and celebrate their Latin heritage. Pew Research Center reported that 67% of second-generation Latinos choose to identify themselves as Hispanic first, rather than American. Rather than assimilating to American culture, they’re proud of their own and embracing it.
As a brand, this means embracing Hispanic roots like music, food, and emphasis on family, just in a modern, connected way. Vaquero Advertising can help you achieve that through methods like multicultural strategy and brand guidelines. We go beyond simply translating copy into Spanish – we curate content specifically with the consumer in mind.
Speaking to the Younger Generation
Although Hispanic millennials have expressed strong ties to their heritage, they have grown more acculturated than their elders. The majority of Hispanic millennials speak English at home and consume most content in English. Due to this, the younger Latino demographic actually prefers English as their primary method of communication.
In terms of advertising, 92% of Hispanic millennials said they are more likely to respond to marketing displayed in English than in Spanish. However, this does not mean you should completely abandon Spanish content. This simply means that brands need to establish a balanced bilingual voice; one that integrates rich Hispanic culture with English language.
As the buying power of Hispanic millennials increases, brands must focus more on earning the business and loyalty of this population. This is a young demographic, and it is a growing demographic, making it pivotal to appeal to them. Winning over Hispanic millennials now could easily translate into lifelong loyalty for your brand. Brands need to tap into this opportunity, and Vaquero Advertising can easily help your brand do so. Contact us today and let Vaquero Advertising build your cultural entourage through any number of our various services.