Christian Martínez, director de Multicultural de Facebook
The use of the language certainly impacts the choice of the Hispanic consumer according to the Facebook survey: Gains in translation, released on Tuesday 4th. Christian Martínez, Multicultural Director at Facebook said in an exclusive interview with PRODU that most of the people surveyed think that it’s important for brands to advertise in both languages, and that the use of Spanglish (62%) is a relevant way to connect both cultures, but in a more casual manner. The survey, that interviewed 500 people on July, showed that most of them will have 40% more probabilities to buy a product if they watch the ad in Spanish, rather than in English. “This is because there is a more emotional connection with that product and that the brand is taking into account their cultural connections. So yes, it has an impact on purchasing decisions and it varies depending on the segment.” For Martinez, the research offers brands a better understanding and advice about how to address Hispanic audiences. “Hispanics think that using video is important, because it helps in considering and understanding the products value”. He added that 80% of Hispanics think that they don’t need to speak Spanish or English to integrate to American culture. A way of communicating in a relevant way with Hispanic audiences -according to the survey- will be: using an actor speaking Spanish (62%); ads with family images (58%), and the use of humor, comedy (57%). These three elements “give them connection with their culture and makes an impact on them from the advertising point of view.”
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