10 Must-Know Hispanic Marketing Facts to Grow your Business

1. U.S. Hispanics are 41% more likely than other groups to connect with brands through social media.

Looking for an effective way to make connections and engage with Latino audiences? Social media is a great place to start. 

Of all social media channels, Facebook, Instagram and Snapchat take the lead. Want to learn more? Check out our social media marketing services. 

Want to see an example of Hispanic social media advertising in action? Read our branded content case study to see how Facebook played a major role to inform Hispanic audiences in the Colorado market. See more success stories.

2. Latinos are 25% more likely than other consumers to use social media to review a product or service. 

Online reviews can be make or break. You wouldn’t want to use a product or service if your friend or family member told you they had a bad experience, and word of mouth goes for what people on the internet say too. 

Because Latino consumers are more likely to be vocal about brands and businesses online, make sure your business keeps its online presence up to date by regularly checking and responding to reviews. 

Leading the pack with the online review trend are Hispanic millennials -- they’re a whopping  46% more likely to review products or services via social media. If your business isn’t catering to this demographic, the time is now. Read our post about marketing to Latino Millennials for an in-depth look.

3. 27% of U.S. Hispanics live in multigenerational family households. 

Word of mouth plays an ever bigger role among immediate and extended family. Chances are, you and your family members have watched TV or streamed video online together at some point. With larger families and multigenerational households, ads tend to be amplified among additional members -- giving these ads a broader reach and overall greater potential to make an impact. 

It also helps to consider how media consumption can differ among multigenerational Latino households. While older Hispanics tend to consume more traditional TV, younger generations may be more apt to use social media and/or online video streaming. 

4. Hispanics are 34% more likely than average to watch live TV on their mobile phones.

Given that this group over indexes on mobile use, you’re missing out on prime advertising opportunities if you're not reaching Hispanic audiences on their mobile devices.

Online video streaming via mobile is an excellent way to reach Hispanic consumers where they’re already spending significant amounts of time. This is a great platform to reach Millennial and Gen Z Hispanics in particular, who are more likely to use their phones to stream their favorite content compared to other age groups.

5. The U.S. Hispanic population is one of the country’s fastest-growing population segments, accounting for 56% of U.S. population growth over the last two decades. 

At 62.8 million members and counting, the U.S. Latino population is a force to be reckoned with -- and it’s only expected to continue growing. 

Currently, Hispanics are projected to drive 62% of the total U.S. population growth through 2025. As a crucial growing population segment, the group’s spending power is set to grow along with them -- making it a vital time for businesses to begin nurturing these relationships if they haven’t already.

6. Hispanics are the highest-spending minority group in the United States. 

Big spending doesn’t just happen out of nowhere. In terms of income, the aggregate annual household income of the U.S. Hispanic market now tops $1.28 trillion.

Given these staggering numbers, why are so many brands and businesses still failing to reach them? 

As a culturally complex population, the U.S. Hispanic market has been known to be challenging for brands and businesses to reach effectively.  Considering that Latinos are from/descended from over 30 Latin American countries, Hispanic marketing campaigns that address this diverse group as a monolith have done both themselves and Latinos a huge disservice by lacking nuanced approaches. 

Being aware of differences in interests, customs, and language preferences can allow businesses to successfully target Hispanic consumers with ads that resonate. Not sure how to do this? Hiring a Hispanic digital marketing agency is a great way to ensure that your business is culturally sensitive and relevant. Learn more about our cultural affinity model to see how we take all angles into account. 

7. Spanish-language ROI has increased +40% in the last 3 years. 

From 2017 to 2020, the return on investment for Spanish-language TV ads increased 40%. 

To reach older Latinos who primarily spend their media time with TV in Spanish, broadcast TV ads present plenty of excellent opportunities. Coupled with 360 digital integrations, businesses can extend that reach to the entire family too. 

Ultimately, brands and businesses that take the time to invest and engage with Hispanic consumers of various demographics now can see greater returns on their investments for better business results long into the future. 



8. When addressable tactics are applied to Spanish language audiences, ROI improves by an additional 1.5X above the general market.

Spanish language audiences are perfect candidates for targeted messaging driven by data insights. 

When it comes to ads that are tailored to their interests and backgrounds, Hispanics outperform the general market in terms of receptivity -- enabling a greater return on investment for businesses that reach them with personalized messaging. 



9. Across every platform, Spanish-language ads are 2x more effective among Hispanics than ads in English. 

As avid digital consumers, Hispanics have quickly adopted new technologies and have responded more positively to advertising in Spanish across devices and digital ad platforms.

While language preferences can differ based on factors such as age, immigrant generation, interests, etc., it’s clear that Spanish-language ads still have a solid footing among U.S. Latino audiences. 

Given the varying preferences among this group, Hispanic marketing is an art and a science --  making it extremely difficult for businesses to get right on their own. For tips on choosing a local Hispanic marketing agency to help you out, read our post.

10. Serving a Spanish-language online video ad in a Spanish context is 80% more effective than placing that content in an English native online video environment. 

Online video is a powerful tool to reach U.S. Hispanic audiences. It can be especially powerful when used during emotional moments, social interactions, and branding sequences for your business. 

While some ads try to go the Spanglish route, keep in mind that  switching between languages can easily be draining or come across as disjointed for viewers. 

How to Get Started with Hispanic Marketing 

As you can see, there are plenty of benefits to reaching the U.S. Hispanic market -- and there are also plenty of layers to Hispanic marketing in order to reach this audience effectively. 

While there’s a lot that goes into it, it doesn’t have to be difficult. Feel free to contact one of our expert digital marketing consultants or find a location near you to see how you can begin or improve upon your Hispanic digital marketing journey. 

General questions? We’re happy to answer those too. Looking forward to hearing from you!