Hispanics make up nearly 20% of the U.S. population, and the 2020 Census revealed that this group accounted for 51% of all new population growth. As one of many multicultural groups in the U.S., the Hispanic audience has quickly become one of the most influential and affluent.
However, for many advertisers, this is an untapped market. But it doesn’t have to be. There are many opportunities for advertisers to connect and engage with U.S. Hispanics once they understand the diversity of this community and what matters most to them. It is an essential strategy for brand growth.
To engage this audience, it’s critical that you speak to them directly by advertising in Spanish and tapping into their passions. One of the biggest misconceptions about this group is that U.S. Hispanics are speaking less Spanish and hiding their culture. This couldn’t be further from the truth.
Here are some cultural insights that are effective in increasing enjoyment and engagement with your ads among U.S. Hispanics.
Celebrities and influencers
Charismatic celebrities and influencers are especially appealing, and the right endorser can help you introduce your brand or products to Hispanic consumers. Work to find the right fit and forge a partnership; a familiar face can help make a lasting impression.
Music and cultural affinity
Find ways to relevantly position your brand or products in a context that fits the cultural backdrop and match that with a culturally appropriate soundtrack.
Storytelling through a hopeful daydream, future fantasy or even nostalgia can grab Hispanic consumers’ attention and guide them into thinking about how your brand can serve their interests.
Hispanic humor can be very broad, but when employed genuinely it can increase ad involvement and engagement scores while drawing this audience in. It’s about knowing what resonates, especially if you’re aiming to get a laugh from a specific segment, and delivering on the joke.
For U.S. Hispanics, family is huge. But you cannot have a one-size-fits-all approach to family scenarios in your ads. Creative that includes a father and son playing soccer together is not going to engage this audience; however an ad that digs deep into authentic, emotional storytelling about a father-son relationship can. Look for specific moments that truly touch their hearts and you can boost ad enjoyment and persuasion scores.
Showing up in the community and telling real stories that uplift and celebrate Hispanics is a true recipe for success. Brands that highlight the powerful force for good that is the U.S. Hispanic community, as well as demonstrate the meaningful role that they can play in consumers’ lives, will see results.
If you need help with your multicultural marketing campaign for Hispanics, we can help! We’re Vaquero Advertising, a multicultural marketing agency based in Dallas, TX.