How To Market To The Hispanic Consumer Audience: Dos And Don’ts for 2024

Did you know Hispanic people are the second-largest ethnic group in the United States?

With more than 63.7 million Hispanics living in the U.S., this community has substantial buying power and plays a pivotal role in shaping consumer trends across industries. 

For brands, marketing to Hispanic consumers is a strategic necessity, not a nice-to-have. To effectively connect with this influential audience, move beyond generic approaches.

We teach you how to leverage culturally relevant strategies that respect and celebrate Hispanic values, traditions, and language preferences.

In this guide, we’ll explore the essential dos and don’ts of marketing to the Hispanic audience. 

You’ll learn how to:

• Target Hispanic consumers
• Craft culturally sensitive messaging
• Avoid common mistakes that can hinder your marketing efforts

P.S. Finding it challenging to engage with the Hispanic market? Check out inBeat Agency. Our team specializes in multicultural marketing and can help you overcome these obstacles. With our expertise in influencer collaborations and culturally relevant content, we can help your brand resonate with Hispanic audiences in meaningful ways. Seems interesting? Book a FREE Strategy Call Now!

TL;DR:

• Demographics: Hispanics are the second-largest ethnic group in the U.S. with substantial buying power, making up 18% of the population with a buying power of over $3.2 trillion.
• Cultural Sensitivity: Successful marketing requires respecting Hispanic values, traditions, and language preferences. Understanding cultural, generational, and regional distinctions is crucial.
• Marketing Strategies:
  • Content Creators: Utilize Hispanic influencers for authentic engagement and cultural relatability.
  • Cultural Relevance: Celebrate Hispanic traditions and use culturally relevant storytelling to connect on an emotional level.
  • Language: Employ accurate translations and consider regional dialects and Spanglish to enhance communication.
  • Digital Presence: Leverage social media and digital platforms, where a significant percentage of Hispanic consumers are active.
  • Imagery and Music: Use culturally resonant visuals and music to create deeper emotional connections without stereotyping.
  • Customer Experience: Provide a consistent multilingual customer experience across all touchpoints to cater to both Hispanic-dominant and bilingual consumers.
• What to Avoid:
  • Avoid stereotypes and generic marketing.
  • Be mindful of generational and regional differences within the Hispanic community.
  • Do not neglect traditional media as it remains effective, particularly among older demographics.
• Real-Life Success: Brands like Native and Bumble have effectively engaged Hispanic consumers through culturally relevant collaborations with Hispanic creators.
• Agency Assistance: inBeat Agency offers expertise in multicultural marketing, helping brands enhance their engagement with Hispanic consumers through strategic influencer collaborations and culturally tailored content.

Importance of the Hispanic Market

The Hispanic market is a key driver of U.S. economic growth, with an estimated buying power exceeding $3.2 trillion as of 2023.

Representing the largest minority group, Hispanic consumers account for nearly 18% of the U.S. population, a number that continues to rise rapidly. 

This demographic is not just large; it is young, diverse, and digitally engaged, which is why you need solid digital marketing strategies.

Brands that understand cultural sensitivity and cater to Hispanic culture, language preferences, and core values can unlock a significant return on investment and strengthen their market presence.

Understanding the Hispanic Consumer

The Hispanic market is complex and diverse.

It encompasses over 20 Spanish-speaking countries, each with its own distinct cultural background.

In the U.S., the Hispanic community includes people of Mexican, Puerto Rican, Cuban, Central American, South American, and Spanish descent, among others. 

This diversity is a key strength but also presents challenges, as cultural preferences, language variations, and purchasing behaviors can vary significantly across different subgroups.

Understanding and respecting these regional, generational, and cultural distinctions allows brands to create targeted marketing strategies that resonate on a personal level with Hispanic consumers, enhancing brand loyalty and market impact.

Hispanic vs. Latino Identities

The terms "Hispanic" and "Latino" are often used interchangeably, but they have distinct meanings.

Recognizing these differences is essential if you’re aiming to create marketing strategies that respect and celebrate the identities of these communities.

• Hispanic: Refers to people with a background from Spanish-speaking countries, including Spain. It emphasizes the language and cultural connection to Spanish-speaking nations.
• Latino: Focuses on geography and refers to people from Latin America, including countries like Brazil, which does not primarily speak Spanish but is still considered part of Latin America due to cultural and geographical ties.

Regional Differences

The Hispanic community in the U.S. is not monolithic; it includes individuals from diverse backgrounds with unique cultural traditions and preferences. 

For example, Mexican Americans are more likely to celebrate Día de los Muertos, while Puerto Ricans, Dominicans, and Cubans may have different cultural festivities and culinary traditions. 

Remember: These regional differences are significant in crafting marketing strategies that resonate with specific subgroups within the Hispanic community. So, localize your campaigns by highlighting cultural nuances, traditions, and regional dialects. 

For instance, local marketing efforts in the southwestern U.S. might emphasize Mexican traditions, while local campaigns in the southeast could highlight Cuban and Caribbean influences​.

Generational Differences

Hispanic consumers in the U.S. are often segmented by generation, which significantly influences their cultural integration and language preferences.

• Traditionalists: Generally older immigrants who maintain strong ties to their country of origin.
  • Language preference: Often speak little to no English and prefer consuming media in Spanish.
  • Cultural values: Hold close to traditional Hispanic cultural elements, such as family, food, and holidays.
  • Marketing strategy: Use Spanish-speaking media like TV, radio, and Spanish-language websites to connect with this group, emphasizing cultural elements that resonate with their traditional values.
• Millennials and Gen Z: These younger generations typically include second-generation Hispanics born in the U.S.
  • Language preference: Highly tech-savvy, frequently bilingual, primarily consuming media in English but appreciating content that reflects their cultural background.
  • Cultural integration: Embrace both American and Hispanic cultures, navigating a dual identity.
  • Marketing strategy: Bilingual marketing that integrates English with Spanish phrases, idioms symbols, and culturally relevant themes resonates well with this group, celebrating their bicultural experiences.

Cultural Categories

In addition to generational differences, Hispanic online consumers are typically divided into three cultural categories:

Hispanic Dominant - 23%

• Language: Predominantly speak Spanish at home.
• Media consumption: Most media is consumed in Spanish.
• Origin: Primarily foreign-born individuals.
• Age: Average age is 40 years.
• Time in U.S.: Lived in the U.S. for an average of seven years.

Bicultural - 31%

• Language: Speak both English and Spanish at home.
• Media consumption: Most media is consumed in English.
• Origin: Includes both foreign-born and U.S.-born individuals.
• Age: Average age is 34 years.
• Time in U.S.: Lived in the U.S. for an average of 22 years.

U.S. Dominant - 46%

• Language: Speak English at home.
• Media consumption: Most media is consumed in English.
• Origin: Primarily U.S.-born individuals.
• Age: Average age is 37 years.
• Time in U.S.: Lived in the U.S. for an average of 36 years.

Dos of Marketing to Hispanic Consumers

Understanding the nuances of the Hispanic market is crucial to connect authentically and effectively with this niche.

Some key strategies to consider when targeting this diverse audience are:

1. Use Hispanic Content Creators

Engaging Hispanic content creators is one of the most effective ways to connect with Hispanic audiences.

These creators bring cultural authenticity and relatability to your brand by bridging the gap between mainstream culture and Hispanic heritage. 

Some effective ways to discover and connect with Hispanic influencers are:

• Leverage influencer marketing platforms: Platforms like inBeat.co offer filters to search for content creators by demographics, including ethnicity and language preferences. You can find Hispanic content creators who align with your brand values and audience.

• Explore social media networks: Social media platforms like Instagram, TikTok, and YouTube are hotspots for Hispanic content creators. Use hashtags like #LatinoCreators, #HispanicInfluencers, or #LatinaBlogger to discover popular and emerging influencers in the Hispanic community.
• Join Hispanic influencer networks: Networks like We Are Mitú, Brilla Media, and Hispanicize connect brands with Hispanic content creators. These networks specialize in amplifying Hispanic voices and can help you find creators who resonate with your target audience.

Insider Tip: Authenticity and engagement rates are key when choosing influencers. Platforms like inBeat.co offer free toolkits to help you analyze influencer profiles, identify fake followers, and assess genuine engagement metrics. This ensures your marketing efforts reach real, active audiences and maximize your return on investment.

2. Cultural Relevancy and Authenticity

Cultural relevancy and authenticity are essential for marketing strategies targeting the Hispanic community.

Hispanic consumers value brands that respect and celebrate their cultural values, traditions, and identities.

Some ways to build loyalty through culturally relevant marketing are:

• Celebrate cultural values and traditions: Hispanic culture is rich with traditions, such as Día de los Muertos, quinceañeras, and other family-centric celebrations. Incorporating these events into your marketing helps your brand connect with Hispanic consumers on a deeper emotional level. It shows you understand and respect the core values that drive Hispanic decision-makers.
• Use authentic storytelling: Genuinely represent the Hispanic community in your marketing. Use real stories, cultural references, and relatable scenarios that reflect the everyday lives of Hispanic audiences. This approach builds meaningful connections and shows that your brand values Hispanic culture beyond stereotypes.
• Leverage local insights: The Hispanic market is diverse, including various regions and identities. Your marketing efforts should reflect these differences; use local insights and relevant cultural references. Localized content resonates more with this target audience, so it enhances cultural relevance and ROI.

Insider Tip: Dive deep into the cultural calendar of Hispanic communities to identify key holidays and events that matter. Engaging during significant celebrations like Hispanic Heritage Month or local festivals can amplify your message and show that your brand genuinely values Hispanic culture.

3. Language Considerations

Using the appropriate language in marketing campaigns helps you connect with the Hispanic audience.

Language goes beyond mere translation; it reflects cultural identity and plays a significant role in building trust and engagement with Hispanic consumers. 

Let’s explore some key language considerations for effective Hispanic marketing:

• Prioritize accurate translations: Avoid direct translations that may miss the cultural context or sound unnatural. Invest in professional translation services that understand Spanish language variations across different Hispanic populations. Inaccurate translations can alienate your target audience, while culturally accurate messaging enhances relatability.
• Consider regional dialects and language variations: Spanish is not a one-size-fits-all language. Different regions have distinct dialects, slang, and expressions. Tailor your marketing materials to reflect these differences and resonate more with specific segments of the Hispanic community.
  • For example, the word “carro” (car) is commonly used in Mexico, while “coche” is preferred in Spain. Understanding these nuances shows respect for language preferences and cultural sensitivity.
• Leverage Spanglish for bilingual audiences: Many Hispanic consumers, especially younger generations, are bilingual and use a mix of Spanish and English, known as Spanglish. Incorporating Spanglish in your marketing can create a sense of familiarity and appeal to Hispanic audiences who navigate both languages daily. 

Insider Tip: Test your content with native speakers from different regions to ensure it feels natural and accurate. Small translation errors can affect how your message is received. Moreover, A/B testing bilingual ads can help identify your target audience's most effective language mix. 

You can use inBeat's Free Ad Mockup Generator to test various ad formats and messaging strategies quickly. 

4. Leverage Digital and Social Media

Digital platforms, particularly social media, are crucial in connecting with the Hispanic market, especially among Gen Z and Millennials.

Hispanic consumers are highly active on social media, which makes it an essential component of any marketing strategy targeting this audience. 

Let’s see how brands can effectively leverage these platforms:

• Localized and community-centric marketing: Social media platforms have campaign filters that allow you to target specific regions and communities within the Hispanic market. Using geotargeting and localized content enables you to tailor your messaging to resonate with different Hispanic subgroups.
• Capitalize on user-generated content (UGC): Encourage Hispanic customers to share their experiences with your brand on social media. UGC, such as reviews, testimonials, or social media posts, adds authenticity and helps build trust among Hispanic consumers.
• Use various social media platforms: Market research indicates that 85% of Hispanics in the U.S. are active on social media platforms.
  • TikTok: Studies show that nearly 32% of Hispanic teens in the U.S. use TikTok daily. This high engagement makes TikTok an ideal platform for brands to connect with young Hispanic audiences through culturally relevant trends and challenges​.

• Facebook: Over 60% of Hispanics in the U.S. are active on Facebook, making it a top platform for community engagement. Facebook remains a trusted space for sharing family content and engaging with culturally relevant discussions, highlighting its role as a community hub​.
• Instagram: 58% of Hispanic adults actively use Instagram. Instagram’s visually driven environment allows brands to showcase culturally rich content that resonates deeply with Hispanic audiences through Stories, Reels, and influencer collaborations​.
• YouTube: YouTube is the leading video platform among Hispanic consumers, with over 73.4% of Hispanic adults using it regularly. Brands can leverage YouTube’s vast reach by collaborating with Hispanic YouTubers who bring authenticity and cultural relatability to their storytelling​.

5. Use Hispanic Imagery and Music

Incorporating vibrant Hispanic imagery and culturally significant music in your marketing campaigns creates powerful emotional connections with Hispanic audiences.

These elements resonate deeply with Hispanic consumers, enhancing the cultural relevancy of your brand without resorting to stereotypes. 

Let’s see how you can effectively use Hispanic imagery and music:

• Celebrate cultural visuals: Use imagery that authentically represents Hispanic culture, like vibrant colors, traditional patterns, and scenes of everyday life. Highlighting diverse households, celebrations, and landmarks makes your marketing relatable and evokes nostalgia and pride that connect with the core values of Hispanic culture.
• Leverage music as a cultural connector: Music is a pivotal part of Hispanic culture that serves as a bridge between generations and regions. Incorporate popular Hispanic genres such as reggaeton, salsa, mariachi, and bachata to add cultural relevance. Music triggers emotions and memories, which makes it a powerful tool for engaging with Hispanic consumers on a personal level. 
• Avoid stereotypes and focus on authenticity: Avoid clichés and stereotypes when using Hispanic imagery and music. Instead of generic symbols, choose visuals and sounds that genuinely represent the diverse Hispanic community.
  • For example, rather than only featuring traditional costumes, highlight modern representations that reflect the everyday lives of Hispanic consumers, such as urban scenes, contemporary fashion, and multi-generational families.

Insider Tip: Collaborate with local Hispanic artists and musicians for an added layer of authenticity. Commissioning original art or music tailored to your campaign can differentiate your brand and deepen your cultural connection, which in turn makes your marketing stand out in a crowded space.

6. Consistent Multilingual Customer Experience

Providing a consistent multilingual experience across all customer touchpoints is essential for connecting with Hispanic consumers, particularly those who are Hispanic-dominant and primarily Spanish-speaking. 

You can enhance your customer experience through the following multilingual strategies:

• Multilingual websites: Offer your website in both English and Spanish to cater to language preferences. This makes it easier for Hispanic-dominant consumers to engage with your brand. Moreover, clear language options improve user experience and accessibility.
• Spanish-speaking customer support: Provide customer support in Spanish across phone, chat, and in-person interactions. Bilingual support helps address customer needs effectively and builds trust with Hispanic audiences.
• Bilingual advertising: Consistently use bilingual or Spanish-language advertising to reach Hispanic audiences, particularly in marketing campaigns. Ads in Spanish resonate more deeply with Hispanic-dominant consumers and show that your brand values their language preferences. 

Insider Tip: Regularly review and update your bilingual content to reflect evolving language trends and cultural nuances. Employ native-speaking customer support agents who can offer real-time feedback on common language preferences. This ensures your brand remains current and connected to your audience’s needs.

Don’ts of Marketing to Hispanic Consumers

Any missteps in addressing this audience can negatively impact how your brand is perceived.

A culturally sensitive approach that respects the values, traditions, and preferences of Hispanic consumers is essential. 

Key areas to be mindful of in your marketing strategy are:

• Avoid stereotyping: Stereotypes oversimplify the rich diversity of the Hispanic community. Avoid clichés; instead, use authentic portrayals that reflect the unique traditions, values, and identities of different Hispanic subgroups, enhancing cultural sensitivity.
• Don’t overlook generational differences: Recognize that first-generation Hispanics often prefer Spanish and traditional values, while younger generations lean towards English and a bicultural identity. Tailor your marketing strategy to reflect these generational distinctions for better engagement.
• Neglecting localization: The Hispanic market is diverse, with various dialects and regional preferences. Localize your marketing efforts to reflect regional differences, ensuring that your content resonates with specific Hispanic audiences, like Mexican Americans or Puerto Ricans.
• Ignoring offline marketing channels: Traditional media like TV, radio, and community events are still effective for connecting with Hispanic consumers, especially older or Hispanic-dominant groups. Balancing online and offline channels helps reach broader segments of the Hispanic market.

Real-life Examples of Successful Hispanic Marketing Campaigns

The following case studies showcase how brands effectively connect with Hispanic consumers through culturally relevant marketing strategies.

1. Native

Native, a personal care brand, wanted to connect with Hispanic consumers through culturally relevant marketing.

For this, they collaborated with inBeat Agency, which helped them reach their target audience by hiring Hispanic creators like Leticia Esparza and Estefania. 

These creators leveraged their cultural insights and relatability to connect authentically with Hispanic audiences. 

Working with creators who understand the Hispanic community enabled Native to deliver messages that felt authentic, engaging, and free of stereotypes.

2. Bumble

Bumble, a popular dating app and one of our clients, targets the Hispanic market through collaborations with Hispanic creators like Lesly, who post culturally relevant content on TikTok.

These creators share content featuring relatable scenarios and bilingual messaging that connect with Hispanic users, showcasing Bumble’s commitment to inclusivity. 

Featuring Hispanic influencers who reflect the audience’s values helps Bumble successfully position itself as a welcoming platform for Hispanic consumers.

3. Nuxe

Nuxe, a luxury French skincare brand known for its natural-origin formulas, targets Hispanic consumers by using Hispanic influencers and creators. 

The brand uses UGC creators like Laia to highlight Nuxe’s natural ingredients and luxurious feel through authentic storytelling that resonates with Hispanic audiences. 

Leveraging influencers who authentically represent the Hispanic community helps Nuxe build genuine connections and strengthen brand loyalty within this diverse market.

Elevate Your Hispanic Marketing Approach with inBeat Agency’s Proven Strategies

Effectively marketing to Hispanic consumers involves understanding and embracing their cultural diversity, language preferences, and values.

Implementing authentic, culturally relevant strategies and avoiding common missteps helps you build genuine connections and drive impactful engagement with this influential audience.

Key Takeaways:

• Recognize the diverse backgrounds within the Hispanic market, including various countries and cultural nuances.
• Collaborate with Hispanic influencers to create relatable, culturally relevant content.
• Embrace Hispanic values, traditions, and authentic storytelling to build brand loyalty.
• Use Spanish, regional dialects, and Spanglish where appropriate to connect with Hispanic audiences.
• Use platforms like TikTok, Instagram, and Facebook to reach Hispanic Gen Z and Millennials.
• Use culturally significant visuals and music to create emotional connections without stereotypes.
• Provide consistent bilingual communication across all customer touchpoints.
• Avoid clichés and use authentic portrayals of Hispanic culture.
• Tailor strategies for first-generation and younger Hispanic audiences.
• Include traditional media like TV and radio to reach broader Hispanic demographics.

If you are looking to improve your brand’s engagement with Hispanic consumers, the seasoned professionals at inBeat Agency are here to help.

With expertise in multicultural and multilingual marketing and a vast network of influencer collaborations, we can craft strategies that resonate authentically with Hispanic audiences. 

Book a FREE Strategy Call Today to elevate your Hispanic marketing strategy!