Gustavo Aparicio, CEO, Spanglish Movies
There’s a well-known marketing mantra that goes, “Know your audience.” Yet when it comes to Hispanic consumers – the second-largest minority group in the U.S., comprising over 62 million people – it seems many advertisers and media companies are still stuck on “Google Translate” levels of understanding. This is a demographic wielding US$2.8 trillion in purchasing power, yet they’re often greeted with ads that scream “Close enough!” instead of “We see you, we understand you.”
The time has come to shift gears – here’s why delivering authentic, culturally resonant Hispanic content matters and why the future of media, and smart advertising, depends on getting it right.
It’s easy to assume that creating Spanish-language content is enough to reach Hispanic audiences. Spoiler alert: It’s not. While the ability to speak Spanish is central to many in this demographic, cultural relevance goes far beyond language. It’s about representing experiences, traditions, humor, and struggles in a way that feels authentic and not like a caricature.
Consider this: According to the Pew Research Center, about 72% of U.S. Hispanics consume a mix of Spanish and English media. They live bicultural lives, often code-switching between worlds. When content fails to recognize this nuance, it becomes background noise, not engagement.
Here’s where things get interesting. Nielsen’s 2023 report on diversity in media reveals that 55% of Hispanic audiences feel there is not enough authentic representation in the content they consume. And when they do find media that reflects their identities and values, they engage with it 2-3 times more than generic content.
More importantly, Hispanic audiences are ahead of the curve when it comes to media consumption trends. According to eMarketer, a whopping 81% of Hispanic households stream content, significantly outpacing their non-Hispanic counterparts. If you’re an advertiser still pouring your budget into linear TV thinking you’ll reach this group – spoiler alert again – you’re playing yourself.
Let’s talk money – because advertisers love numbers, right? Hispanic households are not just numerous; they’re young and tech-savvy. According to the U.S. Census Bureau, the median age of U.S. Hispanics is 30, compared to 38 for the general population. Younger audiences mean higher lifetime customer value.
Couple that with their massive US$3.78 trillion purchasing power, according to most recent estimates, and you’ve got a market segment that could bankroll a small country. Yet, many brands invest only a fraction of their marketing budget to target Hispanic audiences, often defaulting to bland, one-size-fits-all campaigns.
This isn’t just a missed opportunity – it’s marketing malpractice. Hispanic consumers are fiercely loyal to brands that genuinely speak to their needs and values. On the flip side, they’re quick to call out brands that miss the mark.
The rise of CTV and streaming platforms has only amplified the demand for tailored content. Unlike traditional broadcast channels, CTV allows for hyper-targeted advertising. With tools like the Spanglish Audiences platform (shameless plug alert!), brands can serve curated ads to specific audience segments based on viewing habits and preferences.
For Hispanic audiences, this means an end to irrelevant commercials for products that don’t align with their interests. For advertisers, it means better ROI and, let’s be honest, fewer angry Tweets about how your ad missed the cultural mark.
At Spanglish Movies, we don’t just distribute films; we create bridges between cultures. Our audience data partnership with ElementalTV ensures that every title we distribute resonates deeply with Hispanic and LATAM audiences. Whether it’s a heartwarming family drama or a laugh-out-loud comedy, our content captures the diversity and richness of the Hispanic experience.
We also help advertisers step up their game. By leveraging our insights, brands can create campaigns that do more than just sell a product – they build community and trust.
Reaching Hispanic audiences isn’t just a nice-to-have; it’s a business imperative. But to truly win over this demographic, you need to ditch the shortcuts and invest in authenticity. Remember, marketing isn’t just about selling – it’s about storytelling. And if you want to tell a story that Hispanic audiences will listen to, you’d better make sure it’s one they see themselves in.
So, advertisers, consider this your wake-up call. The future of media belongs to those who dare to be relevant, nuanced, and real. And if you need a little help along the way, well, you know where to find us.
Ready to reach Hispanic audiences with authentic content that delivers real results? Partner with Spanglish Movies today and let’s make it happen.
By
Gustavo Aparicio
CEO, Spanglish Movies
