Mastering Hispanic Social Media Marketing

What is Hispanic Social Media Marketing? 

Social media marketing, as you may have guessed, is marketing that takes place across social platforms. From ads on Facebook, Instagram, LinkedIn, Tik Tok, and more, the possibilities are endless. 

Hispanic social media marketing is the same in this aspect, but it goes a step further to specifically reach and connect with Hispanic audiences across social platforms. 

Since most social people spend the majority of their social media time on their mobile devices, social media marketing is a great way to boost your mobile marketing strategy. Check out the facts below to learn more about why you should get started! 

What Are the Different Types of Social Media Ads? 

When thinking about social media marketing, ads that pop up on your social media feed tend to come to mind. However, there are several different ad formats that can be utilized on social media. 

Other than images with catchy slogans and calls to action, video ads, native ads, and branded content ads are also important to the overall social media marketing landscape: 

• Video ads are just that -- ads in a video format. The most common ad formats for video ads are 6 seconds, 15 seconds, and 30 seconds. 
• Native ads are designed to look like a normal part of your social media feed. These ads aim to provide a less intrusive advertising experience for users, but are still generally focused on driving sales and generating leads. 
• Branded content is similar to native advertising in the sense that it veers away from traditional, in-your-face ads. These sponsored ads can be in article or video form, and are focused on providing relevant content for users rather than aiming to promote sales. Branded content is best for raising awareness and brand trust by positioning your business as a reliable authority in your industry/subject area. 

Check out our branded content case studies from our partnerships with TurboTax and The Colorado Department of Transportation to get the full scoop on how branded content can be a game changer for your Hispanic digital marketing strategy.

Why Should You Use Hispanic Social Media Marketing? 

Both before and during the pandemic, U.S. Hispanic consumers have over-indexed when it comes to their social media use -- making it an excellent medium for businesses to engage with them. As a community-focused culture, social media is a staple among Latinos since it allows for community engagement, entertainment, and connection with friends and family who may live in other countries. 

If the pandemic has shown us anything, it’s that being able to connect with others from a distance is vital. Other than using social media for fun and connecting with loved ones, social media also proved to be a valuable resource when it came to information regarding health and safety within the Latino community. For instance, in April of 2020, Latinos were 57% more likely to use social media platforms as a primary source of information about the coronavirus compared with non-Hispanics.

Overall, social media use has never been higher -- according to eMarketer, 79% of U.S. Hispanic adults say they now spend an additional two or more hours on social media than they did prior to the pandemic, and 42% use social media to stay up-to-date with news more than they did previously. 

In line with these increases, there has been a decrease in traditional media consumption, with 37% of U.S. Latino adults citing a decrease in cable TV news consumption to keep up with information during the pandemic.

What Are the Best Practices for Connecting with Hispanic Audiences Via Social Media Marketing?

It’s one thing to recognize that social media platforms are an excellent place to reach Latino audiences -- but knowing the best ways to reach them through social media is a whole other story. Read on for the top tips you need to know! 

Keep Language Preferences Front and Center 

Hispanic marketing isn’t as simple as translating general market, English-language ads into Spanish. While the number of English proficient U.S. Latinos continue to grow, some audiences may still prefer Spanish, and bilingual or English dominant audiences may prefer Spanish or a mix of English and Spanish in ads as a nod to their culture. 

For more information on using Spanish in your digital marketing campaigns geared toward Hispanics, be sure to read our previous post.

Immigrant generation also plays a major role when it comes to language preferences. Generally, first generation Latinos are more likely to prefer messaging in Spanish than English, but this can vary depending on factors such as age, location, and acculturation (check out our acculturation model for more info). 

Want to learn more? Read up on how to cater to the varying immigrant generations within the Latino community to get the full scoop.

Follow Cultural Cues with Inclusive Creative Messaging 

Whether you’re using Spanish-language ads or not, Latino audiences can see through shallow attempts of brands and businesses trying to connect with them by referencing their culture in obvious or stereotypical ways. In fact, when done incorrectly, many Latino consumers will quit or disregard a brand or business altogether if they deem it to be culturally illiterate. 

To avoid costly faux paus, consider partnering with a Hispanic digital marketing agency. By leaving it to the experts, you can ensure that your creative messaging is relevant and able to make Hispanic consumers feel included and understood. 

Interested in learning more? View our service offerings or check out our success stories to see how we’ve helped local businesses effectively connect with Latino audiences. 

Use Targeting to Reach the Right Audience at the Right Time and Place 

One of the many benefits of digital marketing is its precise targeting capabilities. As we mentioned above, social media and advertising preferences will vary based on an array of factors. 

For example, a Hispanic millennial consumer may have different messaging and language preferences compared to that same Hispanic millennial consumer’s parent (read more about reaching Latino millennials by reading our post). Thanks to targeting, you can reach exactly the right audiences at exactly the right time and place by choosing filters such as age, location, income, educational background, and more. This also allows you to optimize your campaigns over time as you receive insights into your audience’s responses. 

By partnering with a Hispanic digital marketing agency, expert digital marketing consultants can also help you determine which specific social media platforms are best suited to your target audience -- which can maximize your return on investment to help you stretch your marketing dollars as far as possible. 

Integrate Hispanic Social Media Marketing in Your 360 Marketing Campaigns

While using Hispanic social media marketing is a great way to reach Hispanic consumers in your area, adding this method to a 360 campaign strategy can maximize your online presence to give your business an added advantage over the competition. 

Social media ads can amplify your other digital marketing channels to increase awareness and retarget users who may have shown previous interest in your business -- which can help you hone in on your ideal consumers to get more qualified leads. 

How to Get Started with Hispanic Social Media Marketing 

Social media is a great way to reach social media-savvy Hispanic audiences of all ages and backgrounds. With the right Hispanic social media marketing strategy, your business can effectively reach and engage with Hispanic consumers to make a lasting impact. 

If you’re interested in growing your clientele through Hispanic digital marketing, feel free to reach out to one of our expert digital marketing consultants or find a location near you. 

To see a full list of services, visit our services page. General questions or comments? Don’t hesitate to let us know your thoughts  -- we look forward to hearing from you!