Written by Tanya Salcido
It’s no wonder advertising agencies are creating campaigns designed for Hispanic Millennials — the census projects this year that Millennials will surpass Baby Boomers as the largest living generation. This generation continues to grow and thrive as young immigrants expand their roots in the U.S.
Navigate both worlds
For advertisers, it’s critical to fully understand how this generation perfectly blends language, culture and identity. They hold the identity of both cultures — Hispanic and American — without robbing one of the other. They are proud of being Hispanic and want to be recognized as individuals, not lumped into a large group. Family, music, food and open-mindedness are embraced by this population. Final decision-making is a collective one with family, never individualistic. This is a reflection of culture.
Hispanic Millennials are digital natives and are fluent in digital speak. They focus on that language, rather than choosing English over Spanish or vice versa. The Bilingual Brain Report points out that ads in Spanish do a better job of connecting with this group when content is emotional in nature, but overall, advertisers that try too hard to “be Spanish” can cause Hispanic Millennials to disengage.
Hispanic Millennials over index for mobile adoption and use. It’s safe to say that they can’t recall a time where going online took an effort. According to Nielsen, general smartphone ownership reached 77 percent, while 82.4 percent of Hispanics owned smartphones. And per an Experian survey, 22.7 percent of Hispanic Millennials reported they were likely to purchase products they saw advertised on their mobile phones.
Email communication consumed on mobile is considered bona fide communication, not spam, with Hispanic Millennials and they regularly opt-in to receive texts from brands they are interested in. Most young adults report waking up 15 minutes early to check Facebook from their smartphones.
Among this population, Facebook, Instagram and other social media networks are are the go-to source when staying in contact with family members who still live in their country of origin. The popular social sites provide a form of connectedness with Hispanic Millennials.
Everything considered, agencies run the risk of being late to the party and out of sight when not targeting Hispanic Millennials in campaigns. What are your thoughts? Please share your comments below or tweet me at @TanyaSalcido.
About the Author: A digital marketing strategist and early adopter of technology, Tanya Salcido is skilled in the ways of digital branding, strategic online communications and influencer campaigns. When not in front of a computer screen, Tanya enjoys watching 80s movie classics and rooting for the Angels. Connect with her on Twitter at @TanyaSalcido.