Are You Targeting Latin X Online?
The team at 39 Celsius is Latin X fully bicultural and bilingual and has marketed to Hispanics for years online.
In the past, the value proposition offered by Hispanic media companies was primarily the language, but this barrier is breaking.
Yes, a bilingual interface is optimal, but culturally relevant content also will get the attention of Latino users.
Also, English language adoption by Latin X continues at an accelerating pace. The U.S. Latino population is becoming predominantly English-dominant. However, the Spanish language, culturally, continues to be very important for the Hispanic community.
Advertising to Hispanics and Latinos is evolving.
Companies that have not advertised to Latinos are starting to do so. And companies that have traditionally advertised on Hispanic Television, are now broadening their efforts towards digital marketing, be it Search Engine Optimization in Spanish (SEO), or PPC in Spanish, or social media.
There are still many more advertisers that should be opening their eyes to the Latin X population online. There is a lot of economic action amongst Latino consumers that is making the cost barrier to market to Latin X much lower than it was just a few years ago.
From a Nielsen report in 2021, consider these facts about Latinos:
- Buying power increased 69% vs 41% for non-Hispanics from 2010 - 2019
- 75% of all U.S. labor force growth attributed to Latin X
- Purchasing power expected to increase to $1.9 trillion by 2023