The US is a melting pot of cultures.
We have all heard about that. In most cases, it is a positive feature. You get better exposure, learn about diverse cultures, and get familiar with contrasting points of view.
However, things get a little tricky when you have to target the US population for business.
To give you a perspective, the USA boasts the majority of the white population, which makes a whopping 58.4% of the total population according to the US Consensus report from 2023. The second biggest population after the whites is Latinos, making around 19.5%, and then comes African Americans with nearly 13.7%.
Considering these numbers, not targeting the Latino community (the biggest minority) is out of the question for business.
So, how are you going to reach out to Latino audience?
Well, let us explore some of the best digital platforms to find a Latino audience.
How to Effectively Market To Your Latino Audience?
Reaching Latino audience is easy if you know the cultural nuisances, their religious beliefs and the trends. In fact, Hispanic consumers appreciate and prioritize brands putting in effort while advertising. As per the report by MarketingCharts, 75% of Hispanic consumers willingly pick a brand when cultural elements are included in the brand advertisement.
For instance, Optimum is one of the internet service-providing companies in the US. The brand is catering to a wider audience that includes Latinos as well. To ensure that their Hispanic audience feels included, Optimum offers a Latino TV channel lineup as well as a dedicated Optimum en español where Hispanic clients can seek guidance in Spanish.
Apart from customizing each campaign, choosing the right platform and utilizing the content format is also important.
Here are some ways to appeal to Latino audiences while using a digital platform:
Best Ways to Reach Your Latino Audience
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Make Advertisement Mobile-Friendly
Google, Meta, and most platforms prefer mobile-friendly websites and ads. As per YouGov research, nearly 87% of Hispanic internet users now have smartphones compared to 84% of white American users. This indicates that most Hispanics rely on smartphones for query research and purchasing things.
So, for reaching out to these Latino customers optimizing ads for mobile is very important. In fact, a report by statistics states that more than half of the total US population makes purchases via phone. So, regardless of your target audience, using mobile-optimized advertisement style is very important.
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Use Social Media for Digital Campaigns
Social media is a huge hit in Spanish communities. Since most of the Hispanics are ex-pats, they utilize social media to update their extended families. In fact, the Culture Marketing Council research states in a recent research that US Hispanics are more likely to utilize social media networking sites compared to white and African American population. Moreover, their overall engagement on these platforms is much higher because they spend more hours on these sites.
This indicates that for brands to attract the Hispanic audience, using social media platforms is the key. Moreover, social media can be a reliable tool to understand the preferences of Hispanic audiences and learn about their pain points.
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Leverage Video Marketing
Video marketing is on the rise. Most of us spend hours enjoying reels and shorts online and the Hispanic population is no exception. As per a recent study, US Hispanic adults are more likely to use YouTube compared to the general population. Moreover, nearly 87% of Hispanic adults use YouTube, compared to 86% of US adults (Pew Research 2024).
This preference is not just limited to YouTube, in fact, it extends to content streaming platforms like Netflix, Hulu, etc. as well. This video streaming preference can be leveraged by brands while running a campaign.
For instance, brands can run a video marketing campaign compared to using a static image for their brand.
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Use Trending Audio
Music in Latino culture plays a pivotal role. From wedding celebrations to game nights and get-togethers, most families like to listen to Latino music. Latino music is especially fun because it is upbeat and perfect for dance parties.
Research about Latino music reports that 85% of Hispanics in the U.S. listen to audio content online. This means brands can use trending audio to make content online. This content will automatically reach the Hispanic audience, thanks to the algorithm. Especially in the era of TikTok, good and trending Latino music can be used for organic viral content marketing.
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Create Omnichannel Experience
Online shopping has been on the rise since 2020. Most people either have shifted completely to online shopping or are slowly transitioning to online shopping. However, a vast majority are still hooked to the Omni channel (mix of online and in-store) shopping experience.
These customers research products online but then visit the on-site store to ensure that they get the right product. A study published by Nielsen shows that Hispanic consumers take the lead when it comes to the Omni channel shopping experience with a whopping 54%, whereas the other minorities follow with African Americans at 43% and Asian Americans at 31%. E-commerce brands can leverage the Omni channel strategy, making sure they appeal to all.
Mistakes to Avoid While Targeting Hispanic Audience
- Not knowing about different Hispanic groups
- Translating English content using translation apps
- Using just one to two platforms
- Using English or just Spanish
