Weekly Tip: How to Target Hispanics Better on Social Media?
Hispanics are very important customers in the US since they count around 16.9% of the US population. As the largest ethnic group in the US, these 52 million people represent more than $1.2 trillion purchasing power. Although many Hispanic people already integrated with the mainstream US society well, still a large number of Hispanics prefer or need to use Spanish to communicate. In our previous Hispanic multicultural infographic, we discussed the fact that Hispanics were fond of social media and mobile. Almost 68% of Hispanic online users have accounts on Facebook or Twitter and up to 84% of Hispanic young groups (18-29) are active on social media (Pew Hispanic Center Survey). Today we would like to share some tips to help marketers target Hispanics better via social media platforms.
Tip No.1: Use the right language for your Hispanic target audiences
We all know the importance of language when it comes to multicultural marketing. It is a necessity for marketers to consider the right language to deliver messages to their target audiences. According to a study from the Pew Research Center, it shows that most Hispanic social media users (around 60%) mostly or only use English, while 29% say they use only or mostly in Spanish on social networking sites. However, if we look at the number of foreign-born Hispanic users separately, 55% of them use only or mostly in Spanish on social media. Comparatively, 86% of native-born Hispanics use only in English on social media. Therefore, advertisers need to choose the language wisely when targeting Hispanics with different segmentations.
Tip No.2: Try out Facebook’s new language targeting options that tailor-made for Hispanics
As the most popular social media platform, Facebook has more than 23 million Hispanic users in the US that can be reached. In 2013, Facebook introduced the US Hispanic affinity segments to give marketers the opportunity to reach audiences interested in Hispanic content. As a solution for the complex language usage for Hispanics, Facebook added three language preferences in April 2014 as the ad targeting options for advertisers to reach U.S. Hispanics: Spanish-dominant, bilingual and English-dominant.
Based on Facebook’s early tests, it shows that the new language preferences do improve the effectiveness of the campaign comparing with general marketing effort. In this case, the advertiser sees up to 40% increases in engagement when using the Spanish-dominant and Bilingual target options on Facebook.
Tip No.3: Test Hispanic TV Conversion Targeting on Twitter
Research shows Hispanics have less interest in content sharing on Pinterest and Twitter. Instead, they prefer to share content on more personal social channels like Blogger and Tumblr. However, younger Hispanics are as active on Twitter as non-Hispanics social media users. Twitter also spotted the huge potential of Hispanic market and launched Hispanic TV conversion targeting in March 2014 for advertisers to reach Twitter users who have engaged with specific Spanish-language television programs.
On Twitter, 43% of US Hispanics tweet in both English and Spanish. Moreover, 81% of Hispanic Twitter users follow at least one brand and 60% of them have purchased on what they saw on Twitter. With such high engagement, advertisers should test out the new targeting option on Twitter to reach Hispanic audiences.