If you’re considering expanding your business and reaching new markets like the Hispanic community, your message must reach this potential customer effectively. In other words, the campaign you’re about to launch should be designed for the Hispanic audience to understand and relate to.

This is where cultural localization for the Hispanic Market comes into play. It’s an approach based on the understanding that Hispanic audiences are diverse with unique values and experiences. Understanding these characteristics allows you to connect deeply with the Hispanic audience and foster brand loyalty.

It involves adapting a product or service to the Hispanic audience’s cultures, customs, and activities.

What does it have to do with digital marketing?

By incorporating a localization strategy into your digital marketing campaign, you aim to forge a closer bond between your brand and the audience by creating content and campaigns that resonate with different groups (audiences).

The goal is for everyone to see themselves reflected in the brand’s message, regardless of gender, skin color, nationality, culture, sexual orientation, etc.

Why should you have a localization strategy for the Hispanic market?

One of the main reasons to implement it is to make the audience feel recognized and heard. Additionally, Hispanics value inclusion and diversity and are more likely to sympathize with brands that portray reality as it is.

According to a recent Nielsen study, 79% of Hispanics believe it is crucial for companies to acknowledge diversity in their advertising.

56% of Hispanics say they are more likely to continue watching content when someone from their identity group is present.

On the other hand, when Hispanic customers feel valued by the brand, the user experience improves, strengthening their trust and loyalty.

What strategies can you implement?

Various tools, procedures, and actions can help you establish cultural localization in your campaigns. To make the Hispanic audience identify with your brand, we recommend the following:

• Understand your audience: This is crucial when recognizing the Hispanic community. You should conduct in-depth research beyond demographics to understand their customs, aspirations, desires, habits, etc.
• Use appropriate language: It goes beyond translating content into Spanish. Instead, consider transcreating it by incorporating expressions and forms of speaking that Hispanics use daily. Remember to use respectful language as well.
• Real stories: The Hispanic audience will feel more identified when you convey real stories that portray reality as it is. This way, you will capture the attention of this specific audience.
• Avoid stereotypes: Do not fall into the trap of portraying a culture based on what you may have heard, seen, or believed. The message should come from respect and reflect the target audience’s reality.
• Localized imagery: Images should be culturally relevant and appropriate. Images play a vital role in creating emotional connections with customers in marketing.
• Professional team: Having a team that understands and belongs to the audience you want to reach (in this case, Hispanics) will contribute to the success of your campaigns.

We live in an increasingly diverse society, where people from different parts of the world, religions, ages, sexual orientations, etc., coexist. All of them seek to feel represented and acknowledged by brands. 

Through our experience in localization and inclusion, we can help you harness the power of the Hispanic market and achieve your digital marketing goals.

Embrace the Hispanic audience!