The bilingual Hispanic population in the U.S. represents a significant and growing segment that marketers cannot afford to ignore. As these individuals navigate between the worlds of Spanish and English, they seek experiences that resonate with their cultural identity.
One medium that serves as a powerful connector for bilingual Hispanics is audio, with music and podcasts playing a significant role in their lives.
SXM Media, in partnership with Alma, conducted a study to better understand the bilingual Hispanic audience and how they engage with audio content. This analysis sheds light on the unique experiences and preferences of this diverse group and offers valuable insights for marketers seeking to connect with them in a genuine and meaningful way.
Understanding bilingual Hispanics
Bilingual Hispanics often forge deep emotional connections with the Spanish language at a young age, with 76% learning Spanish before the age of three. Such connections may stem from cherished childhood memories, like a Hispanic mother singing lullabies in Spanish to her child.
88% of bilingual Hispanics enjoy music in both English and Spanish, while a considerable 45% consume podcasts in both languages.
These experiences lay the foundation for the strong connection to the Spanish language as they grow up. For 79% of bilingual Hispanics, speaking Spanish is an essential part of their identity.
For bilingual Hispanic parents, passing down the Spanish language and culture to their children is of utmost importance. They employ various methods, such as playing Latin music (80%) and interacting with Spanish-speaking family members (83%), to keep the language and cultural heritage alive.
Advertisers have an opportunity to create meaningful connections with bilingual Hispanics by acknowledging bilingualism through advertising that resonates with these deeply rooted emotional bonds.
Embracing culture through music and podcasts
For most bilingual Hispanics, their audio listening environment is a dynamic blend of two languages, reflecting the diverse and colorful world they inhabit. Music and podcasts offer them authentic spaces where they can engage with their culture seamlessly. In fact, 88% of bilingual Hispanics enjoy music in both English and Spanish, while a considerable 45% consume podcasts in both languages.
Bilingual Hispanics tend to gravitate toward bilingual ads on podcasts (59%) and streaming platforms (62%). They feel that these ads resonate more with their lives, as they authentically reflect the bilingual experience.
So, it’s time for brands to ditch the old “either/or” approach when it comes to Hispanic ads. Instead, they should explore fresh, creative strategies that incorporate both English and Spanish, truly connecting with the vibrant, bilingual world of their Hispanic audience.
How to connect with bilingual Hispanics
To truly connect with the bilingual Hispanic audience, advertisers need to take a few crucial steps. It’s essential to remember that this group is diverse, so what works for one segment may not resonate with another. Here are some key points to consider:
Language is a tactic, not a strategy: It’s not enough to simply translate messages from one language to another; advertisers should dive deeper to create culturally relevant stories that genuinely resonate with the bilingual Hispanic audience. Consider shared experiences, cultural nuances and other aspects that make the message more engaging.
Ditch the one-size-fits-all mentality: Recognize that the bilingual Hispanic community is not a monolith, so various creative approaches are needed. Look into different ad formats, such as Spanish neutral ads, Spanish dialect ads, Spanglish ads, bilingual ads and English in-culture ads. Testing different methods will help identify the most effective means of reaching and connecting with this audience.
Craft bilingual messages thoughtfully: When creating bilingual content, it’s important to strike a natural balance between English and Spanish. It doesn’t mean a 50/50 split with both languages, sometimes just a dash of relevant Spanish goes a long way. Focus on meaningful language usage that captures the essence of the message while also considering regional slang or idioms to ensure the message is well-received.
By understanding the unique experiences and preferences of the bilingual Hispanic audience, advertisers can develop culturally relevant messages that resonate with this diverse group. Audio platforms such as music and podcasts offer an ideal environment to reach bilingual Hispanics and create authentic connections that extend beyond language barriers.
