Which platforms do they prefer? How do they interact with them? With over 63 million people in the U.S., the Hispanic community represents an undeniable economic and cultural force. Their digital presence is significant, and understanding how and where they spend their time online is crucial in designing effective marketing strategies.

A great example of how a brand can leverage the power of data and social media to connect with the Hispanic community is the collaboration between Pepsi and J Balvin. Pepsi launched a campaign featuring the famous singer, combining attractive visual content on TikTok and Instagram and using key cultural elements like Spanglish and references to Latin music and fashion.

Thanks to behavioral data analysis, Pepsi tailored its campaign to focus on the specific interests of young Latinos. The result was impressive: over 10 million views in just two weeks and a 15% increase in sales within Hispanic communities in the U.S. This example demonstrates how a deep understanding of social media and culture can create a significant impact.

Let’s dive deeper into how Hispanics use digital platforms and which strategies can help your brand connect with this powerful demographic.

Social Media Use
Hispanics are highly engaged on social media, making these platforms essential channels for marketing to this demographic:

• Facebook: 78% of Hispanics in the U.S. are active users, making it the most used platform.
• Instagram: 52% of Hispanics regularly interact with visual and cultural content.
• YouTube: Another key platform, especially for educational and entertainment content.
• TikTok: 48% of Latinos aged 18 to 29 are active users, highlighting the popularity of short, dynamic videos.

Content Preferences
Hispanics deeply value content that reflects and respects their cultural identity:

• Language: Campaigns that use Spanish or Spanglish tend to resonate more, creating a sense of belonging.
• Values and Traditions: Content that reflects family values and traditions generates higher engagement.
• Cultural Authenticity: Brands that establish an authentic connection experience more positive responses and long-term relationships with this segment.

Devices and Media Consumption
Understanding the devices and media that Hispanics use is crucial for an omnichannel marketing strategy:

• Smartphones: 85% of Hispanics use smartphones as their primary device to access the internet.
• Tablets: 34% use tablets, especially for consuming multimedia content.
• Television: They spend an average of 4 hours a day watching TV, preferring Spanish-language channels.
• Streaming: 73% of the population uses streaming services like Netflix and Hulu, which focus on bilingual content.

Emerging Trends in Hispanic Digital Marketing

• Bilingual and Multicultural Marketing: Campaign effectiveness multiplies when content is translated and culturally adapted, resonating with the sub-communities within the Hispanic audience. This includes the use of Spanglish and familiar cultural references for the audience.
• Short-Form Video Content: Platforms like TikTok and Instagram Reels have increased in popularity among young Hispanics. Short, engaging, culturally relevant videos generate high levels of engagement.
• Influencer Strategies: Hispanic influencers can connect authentically with their audience, making their recommendations valuable to brands. Collaborating with influencers can significantly increase reach and cultural relevance in a campaign.
• Data-Driven Social Media Posts: Behavioral data analysis allows brands to target their campaigns at specific audiences within the Hispanic community, personalizing messages to resonate culturally.

Hispanic digital marketing requires a strategic and culturally relevant approach. Brands that authentically connect with this demographic can expect significant results and lasting loyalty. At BOLD, we guide you on your journey to connect with this community.

Start resonating with the Hispanic community today.