The US Latino market holds immense potential for brands and businesses. An impressive 75% of Hispanic consumers believe that when a brand tries to incorporate elements of their culture into advertising, it boosts their brand affinity. However, many brands falter in their attempts to resonate with this audience. So, which platforms should you consider for an effective Hispanic digital marketing strategy?
Digital Video: The Go-to for Online Streaming Enthusiasts
The US Hispanic audience’s preference for YouTube (78%) over-indexes when compared to the overall adult population (73%). Their affinity doesn’t stop there:
- 79% of US Hispanic adults are Netflix users, compared to 62% of non-Hispanics.
- 39% of Latinos tune into Hulu, a stark contrast to the 26% of non-Hispanics.
Nielsen’s research sheds light on why streaming platforms offer a richer, more diverse content variety than traditional cable TV, addressing the severe representation void felt most acutely by Hispanic women.
Digital Audio: Crafting Cultural Bonds
Music is more than melodies and rhythms for the Hispanic community. An astounding 85% of Hispanics in the US stream audio content online, primarily music. The immersion is real:
- 4 out of 10 Hispanics spend over 5 hours weekly on music online.
- An equal share dedicates a similar amount of time to digital audio and video.
Also, the rise of podcast listenership, especially post-pandemic, among this demographic signals a trend to be leveraged
Omnichannel Shopping: A Necessity
The blend of online and offline shopping, omnichannel shopping, saw a 50% rise in 2020 due to the pandemic. Nielsen’s data reflects:
- A 133% YoY growth in predominantly online shopping between September 2019 and 2020.
- Hispanics lead the omnichannel shopping trend, with 54% merging online and offline shopping methods.
Connected TV: Merging Entertainment and Cultural Identity
Hispanic influence on TV streaming platforms is evident:
- Netflix’s “Con Todo” channel on Instagram celebrates #LatinXcellence.
- Pantaya’s launch aims to cater specifically to the Latino community.
- Pluto TV has introduced a Latino category brimming with Spanish and Portuguese content.
This shift is mirrored in the tech ownership trends among Hispanics:
- 62% owned an internet-connected device in Q1 2020.
- Two-thirds have a Smart TV.
The pandemic only amplified these trends, with a massive 70% of US Latinos increasing their streaming time.
Mobile is a Must
In today’s age, having a mobile-friendly presence is non-negotiable. YouGov’s research, as mentioned by eMarketer, highlights that 87% of US Hispanic Internet users are smartphone owners, a figure slightly higher than the 84% of non-Hispanic white Internet users.
Spotlight on Social Media:
For Latinos, social media isn’t just a platform; it’s an integral part of their daily life. Culture Marketing Council’s findings reveal:
- 47% of US Hispanics (ages 13-17) describe themselves as heavy social media users. Compare this with 32% of non-Hispanic blacks and 24% of non-Hispanic whites.
- 37% of US Hispanics (ages 18-34) claim the same, a number higher than both their Black and white counterparts.
Starting Your Hispanic Digital Marketing Journey
Understanding where to connect with the Latino audience is the first step. Crafting culturally poignant messages is the next. Consider collaborating with a specialized Hispanic digital marketing agency to amplify your reach and resonance.
