Steadily increasing multicultural populations in the U.S. and around the globe mean it’s more important than ever for brands to develop communications that audiences from different backgrounds can connect with. According to data from the U.S. Census, as of July 1, 2021, the U.S. Hispanic population was 62.6 million, or 19% of the total population. Globally, the Hispanic population is estimated to be roughly 656 million according to Statista.
This growing Hispanic and LatinX population is made up of unique cultural backgrounds from across Latin and South America, making this audience more multifaceted than ever. Despite this, there is still a tendency to simply translate English or U.S.-based ads and communications, missing the mark with many of these diverse groups.
So how do brands create successful communications strategies that resonate with multicultural audiences? Here are four tips we’ve found to help hit the mark every time.
Avoid “one size fits all” marketing to Hispanic and LatinX audiences
It’s increasingly important when marketing to Hispanic and LatinX audiences to understand how nuanced every identity is. For example, Caribbean countries have very different traditions than South American countries. By acting upon this, brands can create inclusive campaigns and communications. Learn more about how important these nuanced identities are in communications.
Consider time and place in language choice
While Spanish is the primary language used to market to Hispanic and LatinX audiences, marketers need to understand that it’s extremely nuanced due to subtle differences in meaning and expression. When strategizing, make sure to consider differences in regions and types of content, as well as tactics and channels. Appropriate language use when done well will resonate strongly with the target audience. Read more about the importance of language usage.
Go beyond translating to transcreate
It’s crucial to capture the meaning and intent of a campaign message, not just translate it from English to Spanish. By transcreating — adapting a message from one language to another while maintaining its intent, style, tone, and context — earlier in the concepting process, marketers have a better chance of connecting with their target audiences. Discover how we successfully transcreated one of our campaigns.
Understand that community is fundamental
Bringing in elements of Hispanic and LatinX culture beyond language in marketing campaigns can help them resonate. Within Hispanic and LatinX populations, family, community, and traditions are huge points of pride, so when it feels nicely married to a brand or campaign, lean into these aspects. Learn more about the importance of community.
Bonus tip: Be human, real and fun!
At the end of the day, keep it real! Healthy brands grow out of organizations that prioritize human truths. When creating marketing campaigns to reach Hispanic and LatinX markets, celebrate stories and diverse backgrounds, be cognizant of inclusion and ultimately make people happy.
Our multicultural team is well rounded and understands the diversity of Hispanic and LatinX experiences, making them the right team to tackle these types of nuanced projects. If you’re looking for a good fit for your next multicultural campaign, drop us a line at [email protected]!