Reaching U.S. Latinos: Where, Why, And How

As the fastest-growing population in the United States, U.S. Latinos have $1.4 trillion in purchasing power. This makes the group the largest and most influential demographic for brands and marketers.

As the fastest-growing population in the United States, U.S. Latinos have $1.4 trillion in purchasing power. This makes the group the largest and most influential demographic for brands and marketers.

In recent years, we’ve seen a trend with media properties moving their strategies to bend toward U.S. Latinos specifically. Media properties, for instance, have not only launched Spanish language counterparts, like NBC/NBC Latino and Fox News/Fox News Latino, but are also seeking out digital partners to more effectively reach Hispanics online.

Reaching U.S. Latinos effectively takes a deep understanding of where, why, and how we digest information.

Where: Digital

U.S. Hispanics are leading the pack when it comes to digital trends. Whether online at home or on mobile devices, Latinos collectively spend the most time per day using technology to consume content.

U.S. Hispanics are moving away from traditional media—even television—and are instead spending the majority of their time on smartphones and tablets using apps and social media, browsing the web, and watching digital videos.

Latinos are quite literally super-users of technology and over-index across most digital trends. The numbers, from Advertising Age, speak for themselves:

• Latinos spend 3.5 hours per day on a home computer, compared to 3.3 hours per day for non-Hispanics.
• Latinos spend 2.1 hours per day on mobile versus 1.7 hours per day for non-Hispanics.

The truth is that if you are not on digital, then you aren’t reaching U.S. Latinos. Period.

Why: Culture

If your goal is to appeal to U.S. Hispanics, culture is key.

Hispanics are not a cookie-cutter demographic. For example, while language should be considered in both digital content and marketing strategies, it is not enough for brands to merely translate key messages into Spanish.

To reach Latinos in Spanish or English, brands must provide culturally relevant content that resonates and speaks to Latinos’ unique experience as American consumers. What are our passion points?

For instance, it’s important to know that 60% of Hispanic Millennials consider themselves “foodies,” which is why food-related content like how-to cooking videos and recipes are hugely popular among Latinos. They are passionate about the food they grew up eating, and it offers them an easy way of not only connecting to their culture, but also sharing the culture via social with friends and family.

How: Video

Latinos are not just plugged in and logged on. They are gravitating toward a specific medium when they are online: video. Almost 66% of Latinos watch online videos on smartphones each month, compared to less than 60% of non-Hispanics. The average Hispanic spends more than eight hours watching online video each month—over 90 minutes longer than non-Hispanics.

Facebook is also proving to be a go-to social channel, as 71% of Latinos use Facebook on a daily basis—a higher percentage than any other demographic. The reason? Facebook is very video-heavy; you can learn how to make a recipe like tacos al pastor or arepas in less than 30 seconds! Similarly, roughly 34% of Hispanic internet users are on Instagram, clocking in more than any other demographic. Video ads on Facebook capture 56% of U.S. Hispanics’ interest. Bilingual Hispanics and Spanish-dominant Hispanics are more receptive to video ads than to other ad types.

The bottom line is print articles and TV segments do not typically “go viral.” Video has a higher chance because it is quick, requires little or no analysis (you can’t deny what your eyes are seeing!), and Hispanics are visual learners.

Understanding the habits, preferences, and personalities of the Latino demographic inside and out will be integral for marketers and brands hoping to capitalize on this emerging market. Latinos within the digital community appreciate brands that take it a step further and appeal to their true interests rather than simply rehash their same messaging in the Spanish language.

The world is largely shifting to digital, where video is proving to be one of the most affordable and useful tools, and the Latino community is proving to be one of the most plugged-in demographics. Brands that understand and can leverage these facts while maintaining a personalized feel for the Latino community will achieve success.