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2019 HISPANIC SOCIAL MARKETING REPORT Powered by HispanicAd.com
Online advertising has enabled brands to hyper-target individuals at the right time with unique
messages while gathering real-time measurable results. The idea of extending and/or adding digital
elements to a traditional media plan allows advertisers to continue brand conversations off-air and
drive engagements across multiple screens.
We are in an era of multitasking and always being connected. Smartphones are always within arm’s
reach and the internet has changed the way people spend time or gather information. Online video and
CTV/OTT continue to grow with prominent engagement. As a result, it is imperative to have digital
efforts complementing and strengthening traditional media plans and buys.
ADAM: Is Hispanic Digital incorporating English-language targeted creative into the mix? What is the
typical age/gender of the social media user in the U.S. Hispanic market?
PABLO: Digital offers the unique ability of A/B testing where we can see immediate results. As such, we
have tested the impact of Spanish-specific messaging as well as English-targeted messaging — both
integrating the aspect of culture. We have found, based on the target and the platform, that Spanish
messaging strongly resonates with the segments. On the other hand, English-targeted messaging has
also performed very well with young targeted campaigns.
As we know it, the Spanish language is extremely important as Hispanics continue to grow and drive the
economy at higher rates than all other ethnic segments in the nation. According to IHS, by 2034 there
will be over 55.4 million Hispanics age 2+ speaking Spanish in the United States, compared to 36.8
million in 2014. Understanding the great importance that Spanish plays within our nation, we must
ensure as marketers that we continue to communicate in Spanish while also incorporating English
wherever possible.
As per Nielsen, 42% of the Hispanic population in top DMAs are bilingual/English preferred. Regardless
of language, it is key for all ads to be in-culture in order for them to resonate with the Hispanic audience;
some 73% of Hispanics believe that their cultural heritage is essential to them personally. The beauty of
social media is that it is able to connect people of all ages and genders. On average, according to
Simmons Fall 2018 NHCS Adult 2-Year Study, the Hispanic social media user median age is roughly 35
years old with an almost even Female/Male split slightly skewing more female. The most active age
range of Hispanic social media users are 25-44 years old.
ADAM: Is one ad category flexing more strength than others with U.S. Hispanic social marketing?
PABLO: At this point it is difficult to say that one specific category is dominating the Hispanic social
media space. For the most part, we strongly believe that all advertisers should be advertising in social
media both via earned and paid efforts as SM has become a must platform to drive deeper connection
with Latinx. However, according to Facebook Audience Insights the following categories seem to
dominate the market: for engaging Spanish-Dominant Hispanic three categories are the drivers:
entertainment, beauty and retail; to engage with English-Dominant - it is QSR, Spirit, Jewelry, beauty and
for Bilingual – it is entertainment, QSR, Beer and Spirit.