Hispanic Heritage Month is a celebration that honors and recognizes the Hispanic community’s influence and celebrates the rich culture of approximately 67.7 million people in the U.S.! During this time, we honor the history, culture, and contributions of the Hispanic and Latino communities including those from Spain, Central and South America, and the Caribbean.
Hispanic Heritage Month spans from Sept. 15 through Oct. 15, as an important series of days for Latin American countries takes place throughout that 30-day period:
- Sept. 15: Independence Day for Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua.
- Sept. 16: Mexico’s Independence Day.
- Sept. 18: Chile’s Independence Day.
It is vital to reflect the diversity of our population in social media efforts, especially during important calendar moments. According to Adweek, only 45% of Latinos feel that their values are represented by big brands in 2023, a drop from 54% in 2018. However, 67% of the community does feel represented by small businesses.
The Power of the Hispanic Community
Connecting with the Hispanic community is a must, not only to show appreciation for its rich culture and contributions but to resonate with a powerful group of consumers. According to Insider Intelligence, the Hispanic community has a robust buying power that is expected to grow to $2.8 trillion by 2026.
To begin reaching out to the Hispanic community, brands must meet them where they are. Insider Intelligence reports that the majority of the U.S. Hispanic population uses social media: In 2023, over 70% of the Hispanic population will use social media on a monthly basis, compared with 66.5% of the general population. Hispanic Instagram users will grow by more than 11% to 36.6 million this year.
Insider Intelligence also reports that Generation Z makes up over one-quarter of the Hispanic community, and they prefer to use TikTok and YouTube over other social media platforms.
The Hispanic community shows the tendency to be highly brand-loyal, and creating engaging and authentic content on social platforms is a crucial way to begin reaching and building connections with the community.
Tapping Into Hispanic Creators
A total of 71% of Hispanic people feel a deep connection to their cultural origin. If brands want to reach them on a more authentic level, they must gain a genuine understanding of the culture.
Partnering with Hispanic creators opens the door to learning about the culture and bridges brands directly to their audience. Hispanic creators can bring their unique personalities, traditions, and experiences to content, adding a level of authenticity that is difficult for brands to convey on their own.
This authenticity can help brands build trust with Hispanic consumers and navigate cultural nuances. Hispanic culture is rich, beautiful, and diverse: Allow your creators to demonstrate it! When working with creators, let them share their stories and tap into their own creativity. t’s important to not force a creator to discuss experiences that are inauthentic to them.
Working with Hispanic creators is not just a way to tap into a demographic: It’s a pathway to building lasting relationships with the diverse community. Hispanic Heritage Month is an important time of year to celebrate and give homage to Hispanic culture, but connecting with the Hispanic community shouldn’t be a once-a-year occurrence. As a brand, including diversity in your efforts should be a top priority year-round.
At Open Influence, we take pride in building strong connections with audiences and shining the spotlight on a diverse set of creators. Take a look at five Hispanic content creators who inspire us:
Bio: TV Host & Content Creator
Best TRAVEL Content Creator🏆🇺🇸 #LasAventurasDeAlexa ✈️
On Air Telemundo NBC 📺
📍Miami & 🌎 +35 🗺️
Bio: @lilyLAcatrina – 🎪🌴♥️💀🌸🌮🌈🇲🇽
Family • Fashion • Food • Fun • L.A.
💌 email@example.com – #lilyLAcatrina
Bio: 📍Chicago / Indiana — 🇲🇽 🏳️🌈 🇹🇼
🎼Inquiries: BrendenAnthonyMusic@gmail.com solo.to/badbrenden