Brands should be finding new and engaging ways to entertain and connect with the fastest growing demographic in the U.S., Hispanics. By uncovering insights, advertisers have the opportunity to understand this very diverse group that often have various wants, needs and habits.
To engage this audience, brands should utilize video, as Hispanics are the demographic most likely to engage with videos online. According to eMarketer, Hispanics spend much more time watching and using videos online in comparison to their Non-Hispanic counterparts. And with such diverse backgrounds, it’s understandable that there are a variety of needs that brands must address. Bilingual consumers’ behaviors even vary from those that only speak Spanish or English.
For example, Hispanic consumers watch content differently based on language preference:
Primarily, the amount of video viewing from Hispanic consumers is due to culture. Young Hispanic consumers are looking for intriguing and unique ways to find information, which is why they frequently turn to video. Overall, brands’ main focus in engaging Hispanic consumers should be by creating cultural relevancy through video content.
OPPORTUNITIES for BRANDS
Generally, leveraging video in digital can be divided into two categories: (1) creating video content and (2) creating video ads.
(1) Creating Video Content
While video ads garner attention and generate conversions, a holistic content approach provides brands with the ability to spread awareness and create a cultural connection with Hispanic consumers—one that typically maximizes brand loyalty.
Consumers long for connections, but brands need to shift their attention to Hispanic consumers, who are the least satisfied with their online experience. Through proprietary research with Northwestern University, we created the Digital Satisfaction Index™ (DSI), which measured online consumer satisfaction across four verticals: Household Goods, Financial Services, Retail and Travel. And among those four, Hispanics were always the most dissatisfied in comparison to other ethnicities. This is primarily due to one of the lowest scoring factors among Hispanic consumers within our research—Trust, or the credibility that brands offer to their audience.
Leveraging video, a medium often used by Hispanics, in the right circumstances, can help brands regain lost credibility by connecting with consumers on a cultural level.
To do this, brands need to focus on creating videos that cater to the consumer:
(2) Creating Video Ads
And while content creation is important for a long-term approach, brands still need to reach consumers at the right moment with the right messaging. To do this, brands should leverage video ads through different formats, and through various channels such as:
By uncovering consumer intent and working towards displaying ads and content that offer cultural relevancy, brands will see a lift in overall engagement, conversation and conversions from Hispanic consumers.
To learn more about engaging Hispanic consumers through video, contact your Performics account team.