Hispanic Heritage Month is around the corner and with it comes an influx of brands trying to connect to the ever-growing, digitally savvy purchasing powerhouse: the Hispanic community. It’s always refreshing to see brands celebrating Hispanics. Some brands are well prepared and hit the target; others get kudos for trying to craft messages that resonate, with the occasional ad that completely misses the mark. But what should marketers do to ensure that their brands get it right?
We’ve covered this here before: reaching Hispanics is much more than just adding a Hispanic layer over general market executions. There are a lot of insights to draw inspiration from to connect with U.S. Hispanics, but there are also general best practices. A major key that can easily get lost in translation is Spanish terminology. One single word can completely shift your communications to an entirely different target. For example, a bombilla could mean a straw or a light bulb depending on which Spanish-speaking country the reader originates from. Let’s take a dive into why Spanish terminology is crucial for an impactful U.S. Hispanic message, and to understand what to watch out for or possibly avoid, and what to confidently take on.
Spanish IS a big deal
Yes, we are addressing U.S. Hispanics; yes, many have acculturated; yet the Spanish language online opportunity exists for all brands to their advantage. A Google study revealed that two-thirds of U.S. Hispanics have used Spanish to search and the fastest-growing Spanish language search categories include retail, telecom, health, skincare, food, auto, and beauty. E-commerce gigante Amazon recently confirmed this by rolling out a U.S. Spanish version of its retail platform.
However, the size of the opportunity for brands will depend on how well they connect with the audience and dare we say it: not alienate them entirely. How can a brand team connect with a U.S. Hispanic audience? There are so many Hispanic countries represented on the map, how do you know who you’re speaking to?
What to watch out for
When creating an impactful message, you must take a deeper look into your audience. Aside from language preference, and age group, where is your audience from? Mexico? Argentina? Puerto Rico? Make sure you’re using terms your target audience understands or that encompass all Spanish-speaking countries and look out for the following:
How to hit the mark
Old habits are hard to kill, right? But you just have to make a habit out of asking the question: Is this the right term? Include it as a part of your musts before even starting to produce content, along with SEO, and voice and tone.
For more Hispanic Heritage do’s and don’ts, check out our company blog.