Social media is imperative to reaching the Hispanic community. It allows Hispanics to easily connect and share information with families in their home countries, playing naturally into Hispanics’ cultural affinity toward family connections. Family is a priority within our culture, as evidenced by our time spent online and, specifically, on social media sites. According to eMarketer, 26.8% of Hispanic Internet users spend six or more hours on social media sites per day, versus 20.4% of African American Internet users and 8.5% of white non-Hispanics.
Social media strategies are increasingly a part of online campaigns for the general market, but they’re not there yet in the Hispanic market. And despite the popularity of social media among Hispanics, the number of advertisers utilizing this medium is far less than with non-Hispanics. It’s important for advertisers to understand that a social media campaign for the Hispanic market has to be focused on relevant content, and that it’s not as simple as translating the non-Hispanic message.
To achieve engagement, social media content has to be relevant to the Hispanic consumer. For example, a food-related Facebook page targeting Spanish-speaking Hispanic consumers should:
- Include Hispanic recipes, products and visual elements
- Be in Spanish
- Be managed by someone who knows the audience and the market, and knows the language
Hispanics are social butterflies. 43% of Hispanics with a Facebook profile log on more than once a day. They like to engage with their friends and family, and also with brands that offer relevant information and relate to their culture. There is a huge opportunity for advertisers to engage with this consumer through social media and increase brand advocacy among Hispanics.
Hispanics have always been identified as heavy consumers of online, mobile and social media. Digital technology plays an important role in the lives of Hispanics, as it’s primarily linked to two of their most important pillars: family connections and culture. The Internet makes their lives easier by providing quick access to information, products, and news from their countries of origin. As a result, the Hispanic digital landscape is evolving, and we’re starting to see how media consumption has been influenced by it.
When it comes to adopting new technology, Hispanics outshine their non-Hispanic counterparts in device ownership. A recent eMarketer study showed that 18% of Hispanics own a tablet, versus 8% of non-Hispanics, with similar patterns for Internet-enabled TVs, e-book readers and 3D TVs. With all these options, it’s no wonder media consumption habits are changing, especially when it comes to TV. Thanks to the influx of new technology, consumers have the opportunity to choose how, when and where they watch TV. Although this is where the market in general is heading, it’s fair to say that Hispanics may get there faster because of how they interact with new technology, particularly when it comes to connecting with family in their home countries.
According to eMarketer, Hispanics spend an average of six hours and twenty-two minutes per month watching online video, while white non-Hispanics spend only three hours and forty-four minutes, and African Americans spend five hours and forty-eight minutes per month. The reason Hispanics’ time spent is so much higher? In many cases, the Internet is the only way they can access programs, novelas and news from their home countries. Also, the Hispanic population tends to be younger than the general population, in parity with the online-heavy user, who is also younger.
A ComScore study revealed that Hispanics’ engagement levels with online advertising surpassed non-Hispanic consumers in 2010. Hispanics are also more likely to find online ads entertaining: approximately 31% of Hispanics enjoy watching online ads, versus 19% of non-Hispanics. Additionally, 36% of Hispanics are willing to click on ads to get further information about a product, versus 29% of non-Hispanics.
This means there’s a huge opportunity for networks and advertisers to connect with Hispanics via online video and web novelas. Univision recently announced a partnership with Hulu to provide Spanish language content to their subscribers, and Telemundo partnered with YouTube to launch a Spanish language video channel. It’s good to see how these networks acknowledge how TV viewing is evolving, and that they’re offering online content in order to better reach the Spanish-speaking Hispanic consumer.