05 Mar 5 Reasons Why Brands Should Consider US Hispanics on Social Media
Until recent years, the vastly growing United States Hispanic (USH) population had most often been targeted for major political campaigns. They were taken into consideration to make governmental decisions surrounding immigration issues, demographic studies and a variety of other statistical facts in order to create rules that affect a large number of people. Nowadays, brands are beginning to recognize the purchasing power of the USH population and the shift in decision making that comes along with this growing demographic.
As a US Hispanic born and raised in Colombia, then spending half my life in the United States, I can speak about this just as I would talk about myself. It is a topic that ties to my background, culture and ultimately makes me ask the question: Why are brands not expanding their social media efforts alongside the USH population growth rate?
Let’s explore five reasons why brands should consider embracing a vastly growing USH audience by creating relevant social media strategies that appeal to us.
1.) US Hispanics Consume More Social Media Than Any Other Demographic
According to the Pew Research Center, US Hispanics are leaders in the use of social networking sites, with 75% of USH users over 68% of the total population. US Hispanics lead in the use of Twitter with 11.1% vs. 6.7% of non-Hispanics, spending nearly 6 hours a day on social media, and making purchase decisions based on advertisements on social media sites and online overall.
The infographic below from Univision clearly illustrates how US Hispanics are multitaskers, their approach to social networks regardless of the time and place. Both US born and Non US born Hispanics are equally savvy when it comes to engaging, sharing and creating buzz about a brand or a topic of public interest on social media channels.
2.) Certain Social Media Channels Show Opportunity To Reach US Hispanics More Effectively Than The Greater Population
According to Nielsen, US Hispanics are leaders in digital consumption. As an innate social behavior, USH seek daily interaction and connection with their heritage. The most used social networks by USH are Facebook with 35%, Twitter with 26% and YouTube with 25% as opposed to the general population with lower percentage of users. Tumblr seems to be as well one the most popular social networks with the highest concentration of US Hispanic visitors.
3.) US Hispanics Are Loyal
As the Nielsen studies conclude, US Hispanics are more likely to follow, like or subscribe to a brand page, channel or site that communicates in Spanish and reaches through deep cultural roots. USH respect, honor and are loyal to those brands that successfully demonstrate an understanding of Hispanic values, language and diversity. USH are ambassadors to their culture and when a brand admires and connects with them, an overall sense of pride and emotion goes viral. It is really that simple!
4.) US Hispanics Are Eager To Engage On Social Media
A distinctive characteristic of USH is the joy, fun, spontaneity and happiness that highlights their culture. As visual consumers, they are always attracted by a laugh, a smile or a piece of entertainment to share with their family and friends on social channels. Soap operas AKA “Novelas” are a big part of their culture. How can your brand take advantage of this?
5.) Customer Service Goes A Long Way
The inherited perception among US Hispanics toward customer service has been transferred by many frustrated and neglected generations who came from Latin American countries where the customer is viewed as a lower social stratum and not given the attention and priority it deserves. When a brand’s best practices on customer care are applied to this demographic, a magical word of mouth and viral spread of positive sentiment can be observed.
When building your social media strategy this is definitely a target demographic to take into consideration. The previous assumption that the US Hispanic population is simply just a part of the melting pot and makes decisions alongside the larger population has blocked the opportunity for many brands to approach US Hispanics in unique, creative and culturally relevant ways. When properly implemented, this specialized approach can result in the creation of astonishing brand ambassadors with the bonus of a boost in the brand’s social ROI.