How to Earn Attention in the Hispanic Media Market

As we come to the end of Hispanic Heritage Month, many brands have once again used the celebration to showcase their efforts around diversity, equity and inclusion. Some may already be moving on to the next media conversation or marketing campaign. However, success in the Hispanic media market depends on building year-round relationships with reporters, producers, and audiences.

When pitching Hispanic media, brands must be aware that many producers and reporters are Hispanic themselves. Some of them are immigrants and also have a story to share. They pay attention to companies' efforts in the community. If brands want to avoid looking opportunistic, they must invest in establishing a relationship with these contacts beyond a one-time effort.

Keep reading to learn more about the nuances of the Hispanic market, and how your brand can build more authentic, lasting connections with Hispanic media.

Why Hispanic audiences aren’t a minority.

While Hispanic communities are often labeled as “minorities”, the power of Hispanic people, consumers, and culture in the U.S. is significant. In fact, Hispanic people make up the largest historically underrepresented market in the U.S. There are currently 62.1 million Hispanics in the country—with that number set to almost double in size by 2060.

Hispanic audiences in the U.S. also have a purchasing power of $1.9 trillion dollars. That’s larger than the GDP of Italy. Put simply, these communities aren’t a minority. The Hispanic market is an influential force that every brand should pay attention to. They deserve the same investment and creativity that brands would bring to any of their other audiences.

Any brand that wants to stay responsive to U.S. consumer trends and opportunities should have Hispanic media, influencers, and culture on their radar.

The power of Hispanic people, consumers, and culture in the U.S. is significant.

Tapping into the Hispanic media landscape.

Over the past two years, COVID-19 and its disproportionate impact on the U.S. Hispanic population dominated media coverage related to these communities. This left almost no room for stories that were not tied to the topic.

Now, the landscape looks very different. There’s an opportunity for brands to communicate with Hispanic communities in a creative and culturally relevant way.

Culturally relevant means culturally nuanced. Speaking to Hispanic people in the U.S. doesn't mean translating pre-written, general-market messaging and strategy into Spanish. It requires tailoring communication plans to resonate with the different cultures, traditions and languages that make up this demographic.

Brands need to learn how to identify different segments within the community. For example, there are significant nuances in culture and identity between an immigrant who has been in the U.S. for five years and a second-generation immigrant who was born and educated in the U.S.

Speaking to Hispanic people in the U.S. doesn’t mean translating pre-written, general-market messaging and strategy into Spanish.

While connecting with the Hispanic audience might seem like a challenge, there are experts in the topic who are able to support your brand with the right strategies and approaches. Make sure those experts understand the market, know the language, and are passionate about the culture. It will help you build a more authentic connection.

Ready to bring your stories to Hispanic audiences? Reach out to us at hello@praytellagency.com.