Home Advertising Tips Three Trends To Follow To Reach Your Hispanic Audience With Meaningful Campaigns

Three Trends To Follow To Reach Your Hispanic Audience With Meaningful Campaigns

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Advertising campaigns geared toward Hispanics can often fall into a familiar trap, relying too heavily on overused tropes such as a love for soccer and the importance of family in Latinx culture.&nbsp;Lately, however, I have observed that brands are beginning to shift their focus when targeting their Hispanic audiences, placing it on particular passion points instead of the most general elements of Hispanic culture. This will result in a landscape where advertisers spend more time on developing meaningful campaigns that really speak to Hispanic audiences, instead of merely ticking a few boxes and repurposing old content.

If your brand or your clients are looking to create meaningful campaigns for this audience, here are three trends on the horizon to consider.&nbsp;

1. Brands will no longer hesitate to embrace multicultural advertising campaigns.

Taking a multicultural approach can pay significant dividends, especially when it comes to ensuring continued cultural relevancy and campaigns that will stick in people’s minds. After all, which campaign are you more likely to remember — the generic one that made a broad statement without saying something particularly meaningful or the campaign that made a concerted effort to focus in on your culture?

When creating multicultural campaigns, it’s important for brands to develop them with the audience in mind, instead of simply adapting existing ones. Doing so will allow brands to embrace aspects of Hispanic culture in their advertising from the get-go, which will draw in audiences and allow the bond between brands and Hispanics to flourish.

2. Brands will move from generic insights to truly understanding their audience.

You’ve probably heard that Hispanics tend to be more family-oriented than other demographics. But what does this really mean? Having these generic insights will no longer cut it — instead, in order to create truly engaging content, brands will have to truly understand the dynamics and complexities of Hispanic audiences.

For example, exploring the relationship between family and product purchases, a study by Viant&nbsp;found that Hispanics are 74% more likely to be influenced by their children to buy a product as compared to non-Hispanics. From a brand perspective, this information is important because it indicates where they should be spending the most effort.

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Advertising campaigns geared toward Hispanics can often fall into a familiar trap, relying too heavily on overused tropes such as a love for soccer and the importance of family in Latinx culture. Lately, however, I have observed that brands are beginning to shift their focus when targeting their Hispanic audiences, placing it on particular passion points instead of the most general elements of Hispanic culture. This will result in a landscape where advertisers spend more time on developing meaningful campaigns that really speak to Hispanic audiences, instead of merely ticking a few boxes and repurposing old content.

If your brand or your clients are looking to create meaningful campaigns for this audience, here are three trends on the horizon to consider. 

1. Brands will no longer hesitate to embrace multicultural advertising campaigns.

Taking a multicultural approach can pay significant dividends, especially when it comes to ensuring continued cultural relevancy and campaigns that will stick in people’s minds. After all, which campaign are you more likely to remember — the generic one that made a broad statement without saying something particularly meaningful or the campaign that made a concerted effort to focus in on your culture?

When creating multicultural campaigns, it’s important for brands to develop them with the audience in mind, instead of simply adapting existing ones. Doing so will allow brands to embrace aspects of Hispanic culture in their advertising from the get-go, which will draw in audiences and allow the bond between brands and Hispanics to flourish.

2. Brands will move from generic insights to truly understanding their audience.

You’ve probably heard that Hispanics tend to be more family-oriented than other demographics. But what does this really mean? Having these generic insights will no longer cut it — instead, in order to create truly engaging content, brands will have to truly understand the dynamics and complexities of Hispanic audiences.

For example, exploring the relationship between family and product purchases, a study by Viant found that Hispanics are 74% more likely to be influenced by their children to buy a product as compared to non-Hispanics. From a brand perspective, this information is important because it indicates where they should be spending the most effort.

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