How to Reach the Hispanic Market in 2024

What is the Importance of the Hispanic Market?

When you hear that U.S. Latinos are the largest minority group in the country, it may be tricky to grasp what that fully entails. Considering that 64 million Hispanics make up 19.3% of the current U.S. population, this means that almost 1 in 5 members of the population are Hispanic! If your business isn’t reaching out and connecting with this powerful demographic, you could be seriously missing out. 

Take a look at the facts below for a closer look: 

• Hispanic Buying Power is expected to grow $2.8 trillion by 2026, representing 12.1% of total US buying power.
• Many U.S. Hispanics are immersed in both American and Latino culture. They’re largely bilingual and bicultural, with 75% speaking Spanish at home. 

Source: Claritas|Geoscape Intelligence System, American Marketscape DataStream™ 2022 Series; Total U.S. Hispanics   - **Millennials defined as Adults 18-34.

In addition to their buying power and the cultural significance of the Spanish language within the Hispanic community, Latinos are also leading  digital transformation  as tech aficionados. For instance:

• 87% of Hispanics use social media vs 85% for non-Hispanics and 73% follow any type of group / celebrity / personality on social media vs. 69% for non-Hispanics.
• 88% watched streaming content vs. 79% for non-Hispanics and 56% spend between 1-3 hours watching OTT services
• Latinos are 20% more likely than Non-Hispanics to stream AM /FM broadcast radio stations online

The Importance of the Hispanic Market by Industry 

Hispanics are exhibiting a more optimistic in the third quarter of 2023 according to the Hispanic Consumer Sentiment Index.

• 52% of Hispanic believe it is a good time to buy high-ticket items, compared to 45% in the second quarter and 37% in the first quarter of 2023.

As U.S. Hispanics continue to make income gains and exercise their spending power, industries are advised to take note and begin connecting with this influential audience. Take a look at how we’ve helped clients across various industries tap into the Hispanic market to reach their business goals.

Lastly we cannot deny that U.S. Hispanics are quality consumers.

Source: 2022 Summer MRI-Simmons USA. A18+; Hispanic; Non-Hispanic; NH=Non-Hispanic

How to Reach the Hispanic Market

Now that you know the power of the Hispanic market, it’s time to learn the best strategies to use to reach them. Take a look below for all of the information you need to begin or improve your business’ Hispanic marketing plans! 

How to Market to Hispanic Consumers

Marketing to Hispanic consumers is both an art and a science. From the science perspective, developing a Hispanic marketing strategy begins by setting your marketing goals for the campaign, and gaining a better understanding of Hispanic consumers in your area through Hispanic marketing data. 

Depending on where you’re located in the United States, the Hispanic market near you could vary significantly. Given the fact that Latinos come from or are descended from over 30 different countries in Latin America, each group within the Hispanic community has their own unique characteristics when it comes to their vernacular, traditions, country-specific holidays, food, etc.

For example, while states on the east coast may have a denser concentration of Puerto Rican or Cuban Latinos, states like California and Arizona primarily consist of Mexican Latinos and Mexican-Americans. This is why in addition to these points, taking age,  immigrant generation, interests, income, digital habits, etc. of your target audience is also key to ensuring you reach the right people. From there, you can decide which digital platforms to reach them on to connect with them at the right place and time.

The art of Hispanic marketing lies in creative messaging and a culturally nuanced understanding of who you’re speaking to -- which can arguably be the trickiest part to get right. Figuring out if it makes more sense to market to Latinos in English, Spanish, or Spanglish, will depend on your area and its demographics. Plus, deciding where it makes sense to include cultural references or cues is an important additional step.

For more tips and best practices on making your Hispanic marketing campaigns the best they can be, check out our reading recommendations: 



• Looking to Reach U.S. Latinos? Here Are the Top 5 Digital Marketing Platforms to Use
• Why is Spanish-Language Advertising Important in Hispanic Digital Marketing? 
• The Power of Hispanic Social Media: Reaching a Growing Market
• Everything You Need to Know About Hispanic Social Media Marketing 

What Makes a Hispanic Marketing Strategy Successful?

Successful Hispanic marketing campaigns take proper planning, preparation, and a deep understanding of the Hispanic market. From factoring in language preferences, cultural values, compelling creative messaging, and target audience into account, your business can effectively position itself within the Hispanic market. 

The best way to do so is to hire a Hispanic marketing agency made up of Hispanics themselves -- since no one knows them better than they do! Learn more about our Hispanic digital marketing services and check out our previous Hispanic marketing campaigns for our client success stories.

For an in depth look at our Hispanic marketing campaigns, head over to our following case study posts: 

• Case Study: How Entravision San Diego & TurboTax Engaged Hispanic Audiences at the Height of Covid-19
• How to Use Branded Content Marketing Effectively (with Case Study Example)

How to Get Started With Hispanic Marketing

Ready to get started or learn more about Latino marketing? Considering the Hispanic market's status as the fastest growing minority, there's never been a better time to get started. 

Feel free to contact one of our expert digital marketing consultants or find a location near you.

Questions or comments are always welcome -- you can contact us here. We look forward to hearing from you!