5 Ways Brands Can Celebrate Hispanic Heritage Month Using Social Media

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by Samuel Pordengerg Sep 15, 2022 News
5 Ways Brands Can Celebrate Hispanic Heritage Month Using Social Media

Contributors' opinions are their own.

This year's Hispanic Heritage Month carries a lot of weight. We can honor a community that has profoundly impacted the United States by reflecting on it. Despite enduring a rough couple of years due to Covid, the Hispanic community is experiencing tremendous economic growth this year. The Biden administration will forgive half of Latino student loan debt. Brand loyalty is one of the most important areas for Hispanic marketing due to the forgiveness and the unemployment rate. During Hispanic Heritage Month and throughout the year, brands need to serve as advocates.

Thomas Barwick | Getty Images

It's important to highlight the differences between Hispanic, Latino and Latinx before celebrating Hispanic Heritage Month. A Hispanic is a person who has ancestors from a Spanish speaking country.

This term assumes that everyone speaks Spanish when they only speak their native languages. This definition excludes Brazil because Portuguese is the country's main language.

The latinamericano is a geographic term that refers to a person from Latin America or Latin American descent. The terminology has less to do with spoken language and more with the region of origin. Spain and Portugal are not included in the term. The term Latinx is a gender neutral one. People can be Hispanic and Latino/Latinx.

Hispanic Heritage Month is not easy to celebrate from a brand perspective because Hispanics are not always lumped together. The data associated with Hispanics will only be referred to in this article. Hispanic Heritage month can be celebrated using social media.

Marketing to Hispanics isn't just about speaking Spanish.

1. Celebrate the community's diversity by representing all races

The Hispanic population in the United States is growing fast. The Hispanic community has grown by 70% over the last 15 years, while non-Hispanics have only grown 9%. The community is proud of it's culture and traditions. 45% of Hispanics agree with the statement 'I feel really good about seeing celebrities in the media that share my ethnic background', which surpasses the general population by 37%, according to the report.

User-generated content can be used to highlight the heritage of the community. The Miami Dolphins celebrated their Hispanic fans on their social media channels. The football team made a short video using pictures of their fans.

The TennesseeTitans made a video of their fans. The Dolphins video was part of the NFL's Hispanic Heritage month campaign.

2. Celebrate creators in the brand's industry

In the case of Hispanics, there are many industries where they areunderrepresented. Key creators in the brand's industry can be spotlighted to start change and focus on the disparity.

Hispanics were showcased in an excellent way in 2020. "Award-Winning Films en Espanol," "Ftbol!", and "Food and Culture Across the Americas" are just a few of the genres that were included on the site.

The brands highlighted creators in their industries. Hispanic creators were spotlighted with special front page streams on twitch. The Hispanic women artists were honored in a playlists.

There is a demographic revolution in the corporate world.

3. Spotlight the organization's employees

It's a great way to celebrate this month. Increased social media engagement is one of the benefits of employee features. Retention and recruitment can be improved by these efforts.

Microsoft is a great example of this. They celebrated their Hispanic employees by posting a post on their website and taking the viewer to a post on a few Hispanic employees. The Hispanic wrestlers were posted as a way of honoring the Hispanic culture.

4. Connect through culture

A majority of Hispanics agree that their ethnic heritage is important to who they are. 70% of Hispanics speak Spanish at home in combination with English. A majority of consumers feel a deep affinity for the Spanish language, but many companies are not marketing in Spanish. If a company doesn't create Spanish content in the future, it should. Traditions and folklore are important to this group so brands should include cultural elements in their marketing efforts. The art of telling stories is a great way to connect.

The famous band Mariachi Cobre was featured at Disney parks. The band's success was understood by the viewer as a result of their connection with them.

The New York Islanders'initiative was an excellent example of this. The team featured a young boy who wanted to play in the NHL. The Islanders documented his meeting with a first generation Cuban American. The Disney Parks example shows that the viewer can connect with a person on a deeper level.

There are three strategic pillars to build loyalty with a Hispanic audience.

5. Foster cross-cultural bonds

Hispanic Heritage Month can be celebrated by creating a pillar of understanding. The pillar should inform the community. Education is one of the best ways to stop discrimination.

The Dallas Cowboys are an example of a company that promotes cross-cultural ties. The team posted a video of their players trying to read in Spanish. It was a great way to connect with the viewer and promote community understanding.

Hispanic Heritage month is a great time for a brand to start marketing to Hispanics. The Hispanic community should be connected through language, culture and family in these efforts. Hispanics make up 23% of early tech adopters, making them the youngest ethnic group in the US. It's important to connect with them wherever they are on social media.

Hispanic consumers are brand loyal and companies that take a stand on issues will have lifelong customers. Marketing departments should take this period to learn more about the Hispanic culture. They will be able to forge authentic connections with Hispanics thanks to this educational dive.

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