What matters on social media for the Hispanic community

In the last decade, the Hispanic population has grown exponentially, not only in numbers but in buying power as well, to the tune of $1.6 trillion and growing. Hispanics encompass 20% of the U.S. population and the community continues to diversify itself in its growing economic and political power.

Hispanics have traditionally relied on word-of-mouth, preferably from family and friends, to make purchasing decisions. The Hispanic community is incredibly brand loyal. The arrival of social media has contributed to a bigger demand for cultural connectivity.

From a social media lens, Hispanics are looking for brands that authentically speak and align with their values. They are searching brand experiences that deliver a 360 approach that amplify and redefine their consumer behavior while maintaining their association to their roots. Using the Spanish language in any online campaign is critical to attracting this elusive market. Data shows the U.S. Latino population, especially the younger generation who are often bilingual, l would love to see multilingual campaigns that emphasize their culture, heritage and traditions as the foundation of engagement.