Reach the $2.8 Trillion Hispanic Market on YouTube with Contextual AI
PUBLISH DATE: 09 August 2024Hispanic Heritage Month is a time to honor the contributions of Hispanic and Latino Americans to the U.S. economy. Yet, it also reflects the potential such a market might hold for you. Being a marketing professional, you know the importance of hitting the right target for your ad campaigns, and you will not prefer to lag behind in making an attempt to reach this big, influential populace: the Hispanic community. Let’s dive into how you can connect with this dynamic audience on YouTube, the RIGHT way!
Why You Should Focus on the Hispanic Community?
First, let’s talk numbers. The Hispanic population in the U.S. is booming! They make up 19.3% of the population and are projected to have a buying power of $2.8 trillion by 2026. That’s like the fifth-largest economy in the world! Ignoring this market means leaving a huge opportunity on the table.
Beyond their sheer size, Hispanics are highly engaged online, especially on YouTube. A recent study found that they consume more than eight hours of online video per month, over 90 minutes more than the U.S. average. And they are more likely to watch YouTube than any cable network. They’re looking for content that reflects their culture and values, and they’re more likely to engage with brands that understand them.
Understanding Your Audience: It’s More Than Just Language
While language is important, understanding the US Hispanic market goes much deeper. It’s about recognizing the diverse cultures, traditions, and values within this community.
- Demographics and Buying Power: The Hispanic population is young and growing, with significant purchasing power across various categories like automotive, food, and personal care.
- Cultural Diversity: Remember, the Hispanic community is not a monolith. People from Mexico, Puerto Rico, Cuba, and other Latin American countries each have unique cultural nuances.
- YouTube Habits: Hispanics are mobile-first when it comes to video consumption. They look for culturally relevant content, often in Spanish, and are highly influenced by YouTube when making purchase decisions.
How Hispanics Use YouTube: Key Insights
- Mobile First: 59% of Hispanic mobile video viewers turn to their smartphones first to watch video, higher than the general population
- Culturally Relevant Content: They actively seek culturally relevant content; 70% say it increases their ad attention.
- Language Preferences: While many are bilingual, 80% prefer content in Spanish.
- Influenced by YouTube: 75% go to YouTube first when they want to learn more about a product or service through video.
Leveraging Hispanic YouTube Behavior for Effective Advertising
To create impactful YouTube campaigns for Hispanic audiences, consider these strategies:
- Create culturally relevant content: Culturally relevant content boosts attention and improves brand recall by up to 41%.
- Leverage bilingual campaigns: With many Hispanics comfortable in both English and Spanish, consider creating content in both languages or using subtitles.
- Collaborate with Hispanic influencers: Charismatic celebrities and influencers can help introduce your brand to Hispanic consumers.
- Emphasize family and community values: Family is central to Hispanic culture. Showcase these values in your messaging.
- Incorporate Hispanic music and cultural touchpoints: Use music and other cultural elements to connect with Hispanic consumers on an emotional level.
Challenges in Targeting Hispanic Audiences
While there is a world full of opportunity, there are certainly challenges to be overcome. First, don’t generalize; the Hispanic community is very diverse, and one approach will not fit all. Second, it is important to address any language barriers. Brand advertisers will face many challenges when trying to advertise in Spanish, a mere translation will not do. Focusing clearly on contextual aspects that really make sense for consumers while keeping the soul of the brand intact will go a long way in terms of your Hispanic advertising efforts.
As an example, McDonald’s “I’m lovin’ it” campaign avoided this common Spanish ad targeting error. They effectively transcreated as “Me Encanta”, not just to translate literally, but more precisely for the brand identity. Lastly, pay attention to culture. An understanding of the cultural mores, values, and social interactions with your target market is key to creating appropriate and relevant advertising.
Silverpush’s Contextual Advertising Solution: Your AI-Tech Partner
To advertise to Hispanic audiences effectively on YouTube amidst the challenges, consider using Silverpush’s Mirrors AI technology. It is a state-of-the-art solution for spotting and analyzing Hispanic-specific content to hyper-contextually target.
Mirrors AI identifies personas based on demographics, cultural signals, core values, and content preferences in more than 51 languages. It peruses entertainment options such as telenovelas and movies in both Spanish and English to help place your ads in the right context.
How Mirrors Makes Hispanic Advertising Smarter: Influencers, Brands, and Cultural Scenes
Here’s how Mirrors will improve your YouTube-targeted campaigns for Hispanic audiences:
- Identify Relevant Influencers: Mirrors helps identify relevant celebrities, influencers, and micro-influencers that will resonate with target communities.
- Target Community-Owned Brands: Use our contextual AI solution to place your ads on competitor and community-owned brands popular within Hispanic audiences.
- Focus on Relevant Scenes: Mirrors identifies scenes and films revolving around Hispanic cultural interests, leading to more efficient advertisement placements.
To Sum Up
Reaching and advertising to Hispanic audiences on YouTube requires deep understanding—not only of their diverse cultures but also of language preferences and digital behaviors. You can forge meaningful connections with the help of tools like Silverpush’s Mirrors AI and adherence to best practices of cultural relevance and authenticity with this powerful demographic.
Keep in mind that inclusive advertising builds trust, secures brand loyalty, and helps to drive purchase intent. In fact, 49% of Hispanics have stopped buying from brands that did not showcase their values. By creating culturally relevant campaigns for this vibrant community this Hispanic Heritage Month, you will be able to tap into its potential and grow your brand.
Unlocking the Power of Hispanic Heritage Month: A Guide for Advertisers
PUBLISH DATE: 13 September 2023With $2.5 trillion worth of buying power, the Hispanic market is no longer a niche market, but a ‘new majority’.
The Hispanic population currently stands at 62.65 million which is nearly 20% of the U.S. population. Projections suggest it will reach 111.22 million by 2060, playing a major role in U.S. population growth.
The Hispanic audience in the United States is a diverse and affluent group that is quickly becoming one of the most influential markets. However, many advertisers have yet to tap into this market.
By understanding the diversity of the Hispanic community and what matters most to them, advertisers can connect and engage with this valuable audience. This is an essential strategy for brand growth.
Hispanic Demographics: A Growing Influence
The Hispanic and Latino demographics saw the fastest growth, with 2.4 million households earning over $150k annually, a 13% increase. They also hold a significant presence in the income bracket just below, with 3.6 million households earning between $90k and under $150k, comprising 14% of that category.
As a group, U.S. Hispanics’ GDP is expanding faster than those of Germany, the U.K., France, and Japan.
Hispanic and Latino Americans hail from a wide array of backgrounds, encompassing countries in Latin America, the Caribbean, and Spain. Within this community, one can find a mosaic of cultures, languages, traditions, and religions. This multifaceted diversity is joyously celebrated throughout the month with a kaleidoscope of festivals, music, dance, art, and cuisine.
However, when it comes to brands and advertisers, there seems to be a common oversight in their approach of targeting them in spite of so much potential. This overlook could be due to the challenges faced by the advertisers.
Here are some cultural insights that are effective in increasing enjoyment and engagement with your ads among U.S. Hispanics.
1. Celebrities and influencers: Charismatic celebrities and influencers can help you introduce your brand or products to Hispanic consumers. When choosing an endorser, make sure they are a good fit for your brand and that their values align with yours.
2. Tap into Music and cultural affinity: Use music and other cultural touchpoints to connect with Hispanic consumers on an emotional level. This could involve using Spanish-language music, featuring Hispanic artists, or incorporating cultural symbols into your marketing materials.
3. Create escapist marketing campaigns: Hispanic consumers are drawn to marketing campaigns that offer a sense of hope, adventure, or nostalgia. This could involve creating a fantasy world, telling a heartwarming story, or tapping into a shared cultural experience.
4. Family-focused: Family is a central value in Hispanic heritage. When marketing to Hispanic consumers, make sure to highlight the importance of family in your messaging. This could involve showing families spending time together, celebrating holidays, or overcoming challenges.
5. Community: Hispanic consumers are more likely to support brands that are involved in their communities. Get involved in local events, donate to Hispanic charities or sponsor Hispanic-focused organizations.
Challenges and Pitfalls in Multicultural Advertising
Multicultural advertising also presents unique challenges. Here are some common pitfalls and potential obstacles that businesses may encounter, such as –
Overgeneralization – The Hispanic community is a diverse community in itself. While targeting the community advertisers often opt for a “one-size-fits-all” approach and do not acknowledge that individuals within the same Hispanic ethnic group can vary significantly. This results in an overabundance of cultural touchstones from one country and alienating another country in the process. Or, more drastically, targeting Latinos and calling them Hispanic and vice-versa.
Language barriers pose a significant challenge when it comes to advertising to the Hispanic community. This is because the community comprises various Spanish dialects, bilingual individuals, nuanced cultural differences, varying levels of acculturation, and flexible language usage. Mere translations may not effectively convey the intended message and can even lead to offensive content.
Understanding the cultural norms, values, and social dynamics of the target audience is essential for creating advertisements that resonate and hold meaning for them.
Additionally, multicultural advertising should prioritize accurate and inclusive representation. This means showcasing a variety of voices, perspectives, and experiences in advertisements.
So, how can advertisers overcome these challenges?
Tailored Solutions to Reach Hispanic Heritage Consumers with Hyper-Contextual Targeting
Even well-crafted creative campaigns targeting the U.S. Hispanic heritage community may falter if they are not strategically placed where the audience can easily access them.
In today’s advertising world, where businesses rely on first-party and contextual data to reach their target audiences, it is important to partner with organizations that have valuable insights into the Hispanic community. These partners should have data on the community’s various segments, individual consumers, and interest trends. They should also have the technology to activate this data and deliver relevant marketing messages to Hispanic consumers.
Silverpush presents cutting-edge AI technology, Mirrors, which can play a pivotal role in precisely targeting the multicultural audience. The next-gen AI technology is the first-in-video visual and audio key contexts identifying technology that uses a combination of contextual signals to reach your most relevant consumers at the right moment/context.
The advanced AI technology identifies personas using demos, cultural signals, core values, and content preferences. We analyze 20+ languages and entertainment choices (e.g. Telenovelas, movies) in Spanish & English. Furthermore, their passion points are identified by analyzing the activities and areas of life of people having deep interest & priority when spending their time, money, and attention. E.g., family, emotions, sports, music, food, and important dates.
Also Read: Silverpush Paves the Way in Revolutionizing Contextual Advertising with Generative AI Technology
What Does Hyper Contextual Targeting For Multicultural Advertising Do for Your Brand?
Relevant advertising is what users want. They want to see ads that are relevant to their interests and needs at the moment. Inclusive advertising, when done right, can build trust, and loyalty, and drive purchase intent.
Conclusion
It’s clear that U.S. Hispanic heritage is a massive force, driving the economy and influencing the future. As the fastest-growing adtech company, Silverpush has the products and capabilities to help brands engage with America’s growth engine in culture, language, and across touchpoints. From unparalleled ratings momentum to the recent launch of the biggest Spanish-language streaming brand in the world.
What Marketers can Learn from NFLs Mistake During Hispanic Heritage Month?
PUBLISH DATE: 07 October 2022Many companies are looking forward to marking Hispanic Heritage Month, however, recent high-profile mistakes have set an example on what not to do, just in hopes to appeal to a Latino audience.
Let’s be honest, some marketing efforts are outright cringeworthy, utilizing tacos, sombreros, and the Mexican flag in hopes of making an impact on members of the Hispanic community, according to Trinidad Aguirre, a Hispanic marketing consultant.
Aguirre further added that some companies do put forth genuine efforts to honor Hispanic Heritage Month, which takes place from September 15 to October 15, annually, whereas, there are others that just see it as a chance to bring in extra business.
According to the most recent U.S. census data, Hispanic or Latino people constitute to 19% of U.S. population (62.1 million). And with an estimated $1.9 trillion in buying power, it’s important for companies and organizations to be on point with their messaging.
The National Football League (NFL) made a strong start but fumbled down along the way. NFL decided to celebrate and honor this month by sending a tweet an image for their “Por La Cultura” campaign. As soon as the tweet went live, both NFL fans and critics were quick to comment, creating a social media debate, blasting the design which was intended to celebrate Hispanic and Latino players.
Por La Cultura. pic.twitter.com/pFoGGASAWt
— NFL (@NFL) September 15, 2022
So, how can a campaign intended to uplift landed in such a negative impact? Where did the brand go wrong with the campaign? And more importantly, what lessons can marketers take away so that they don’t make this same mistake?
The National Football League’s homage to Hispanic Heritage Month was a huge success, until the organization decided to toss a tide over the N word in their logo which create a social media storm. Many Twitter users described the league’s attempt lazy approach to reach the Hispanic community.
According to the Diversity Style Guide, Ñ is an additional, unique letter in the Spanish alphabetical world – it’s just not an N with an accent mark called a tilde.
This misuse of a character is vital to the Spanish language and is another example of “diversity washing.” This mistake likely sent a message that the community did not have a seat at the table or any input for this campaign.
Though the Por La Cultura campaign was otherwise well done as NFL did a good job of incorporating multiple Hispanic communities, and not just people of Mexican heritage in a 30-second ad, which clearly shows a diverse group of Hispanic people, has a sense of family, Aguirre said.
Nonetheless, here are the key takeways from the NFL campaign which marketers should take a note of.
Don’t Divert and Focus on the Key Message
The organization is still getting criticized for its lack of diversity, equity and inclusion efforts, including allegations of racial discrimination. The campaign came wanted to hit the hearts of the Hispanic community but missed a meaning moment to show commitment to their DEI journey.
In their press release, NFL stated the intended key message of their “Por La Cultura” campaign was to highlight Latino players, coaches and staff. Celebrate their excellence and tell their authentic stories. However, many feel that instead of the image, NFL should have started with the stories and the voices of the players, coaches and staff.
Voice the concerns of the community. Remind yourself of the impact you are hoping to make.
Sometimes, it’s Best to Sit it Out
Lastly, sometimes, it’s just best to sit it out. Wait until you are ready. Don’t give in to the pressure of participating, showing up, honoring, or celebrating a heritage month or any important cultural moment if you aren’t ready to do so.