In October 2019 we were ecstatic to receive notification that DirecToHispanic was shortlisted as a finalist in the Branded Content Led by Digital Channels category. On December 5, 2019, we attended the Festival of Media awards ceremony in New York City held at Shutterstock’s HQ offices in the Empire State Building. It was such a great experience to be in the company of so many talented marketing professions and industry veterans. Our work for the Hispanic brand Juanita’s Foods was judged against amazing work created for Crayola, Reese’s, U.S. Navy, Tim Hortons, and an anti-smoking campaign. Big general marketing agencies representing established well-known brands! Although we did not win, this time around, it was a privilege to be considered for an award for the second time in one year.
Marketing in any facet is a tough business but particularly challenging when you specialize in the U.S. Hispanic market. This used to be such a niche segment but census projections and studies show that Hispanics are the second largest demographic in the U.S and that number is only projected to grow. Interestingly enough this segment continues to be underrepresented with marketing dollars. According to the 2019 U.S. Multicultural media forecast, media investments targeting Hispanics only accounts for 5.2 percent of the total spend. As an industry vet, I’ve seen so much positive change over the last 20 years and remain optimistic that brands will realize the tremendous opportunity before them.
Creating branded content has become a cornerstone of many of the programs that we create and execute for our clients. The digital divide has quickly closed and Hispanics love their smartphones and are heavy users of social media platforms. According to Pew Research data cited by eMarketer, some 78% of U.S. Hispanic adults are YouTube users, compared with 73% of all adults. There are so many complexities to be worked through but it cannot be denied that social media and especially video is king with the growing segment.
As the population continues to shift and the face of America evolves, marketers and brands need to work closely together to stay on top of quickly changing trends and identify opportunities. With such a rich diversity before us, it’s important to communicate with our target consumers in a way that resonates with them…being culturally authentic and invested. Understanding how to create messaging takes work and especially a willingness to understand that “one size does not fit all” when crafting brand messaging and promotions. Let’s dive deeper together…address marketing voids…. collaborate….find tangible solutions… and create the right messaging for this vibrant consumer segment….this integration of Hispanic culture and American traditions are creating the new face of America!