With exceptionally high engagement on social media platforms, U.S. Hispanics are changing the game for marketers who are looking to increase returns on their social media ad dollars (see chart). Across age groups, Hispanics share more ad content, are more likely to click on shared content, and welcome advertising content on social media more than their non-Hispanic counterparts. Similar to offline advertising, learning how to advertise to Hispanics on these platforms can deliver incremental sales stronger than English-only campaigns and may well give you a long-lasting edge over your competition.
U.S. Hispanic media spending on digital has grown significantly year-over-year: 16.9 percent to $2 billion (2017 AdAge Hispanic Fact Pack). As businesses are diverting more media dollars toward marketing on digital platforms — specifically social media — it is critical to have a keen understanding of this influential segment. Here are four ways to win over U.S. Hispanics on social media.
Create in-language, culturally relevant content. Since Hispanics are more likely to engage with brands that target them with cultural cues on social media, it becomes a significant advantage to create and promote in-language, culturally relevant content. Rather than counting on existing English social media pages, staying relevant and current to this segment will increase chances of engagement and viral sharing of content. Similar to creative collateral on other media channels, a simple translation of existing content won’t suffice.
Track, capture, and leverage users who have shown interest. If you can’t track the actions users take, then you won’t have visibility into what’s working — and you won’t be able to re-engage with those who showed initial interest. Be sure to add tracking pixels to both your English and Spanish websites to track the unique movement originating from Spanish-language ads. Keep in mind: what may be working on TV or other mediums may not be the same for social media. Less is more in the first phase of testing an ad. A slow build on media spend is recommended until a solid understanding of your most profitable targeting segments is identified. Then, a consistent run for a minimum of several weeks, without adjusting targets, will build your base audience from which re-targeting efforts can be scaled. Because it captures the unique visitor, your pixel is the secret weapon.
Create authentic, culturally relevant video content. Video is the easiest way to engage Hispanic users on social media. A Yahoo report found that 94 percent of Spanish-dominant Hispanics rely on their mobile devices to watch online video. It’s important to bring life to your value proposition, and video content is the best way to do so. Investing in creating videos that are in-language, use Latino talent, and are mobile-friendly is critical. Avoid spending your money on the perfectly produced commercial or staged video for these outlets — it’s likely to turn away those most likely to engage.
Continue timely engagement and positive interactions. Hispanics tend to be optimistic on social media, and love sharing ad content with their networks and engaging with brands that seem more approachable. With this in mind, brands not only need to attract new followers, but also keep their existing audience in the dialogue by creating compelling, “shareable” content — not just hard sells — on a frequent and consistent basis. Creating a personality behind your brand will also create a likeability, trust, and loyalty.
The ability to target on social media — particularly Facebook and Instagram — based on language affinity is extremely valuable for marketers looking to reach U.S. Hispanics. With the majority of Hispanic internet users fully engaging on Facebook and other popular social media, winning over this segment is crucial to capturing incremental sales and staying relevant across all your mediums.