The Hispanic market in the U.S. is not just growing—it’s thriving. With 65 million Latinos representing 19% of the total population and a staggering $3.4 trillion in purchasing power, brands can no longer afford to overlook this influential demographic.
However, marketing to Hispanics requires more than just translating content into Spanish. Success in 2025 will come from cultural authenticity, strategic digital engagement, and a deep understanding of bilingualism and identity. This article breaks down the key strategies to effectively connect with the Hispanic audience in 2025.
1. Understanding the Power of the Hispanic Market in 2025
Before diving into tactics, it is important to understand why the Hispanic market is one of the most important consumer groups today.
- Massive economic influence – Hispanic purchasing power has reached $3.4 trillion, growing faster than any other demographic. (Source: Latino Donor Collaborative)
- A young and digital-first audience – The median age of Hispanics is just 31 years old, meaning they are highly engaged with digital platforms. (Source: U.S. Census Bureau)
- Bilingual and bicultural dynamics – While 68% of U.S. Hispanics speak some Spanish, a significant 32% speak only English. Understanding how to navigate Spanish, English, and Spanglish is critical for effective messaging.
Key Takeaway: Brands that recognize the economic power, digital habits, and bilingual nature of the Hispanic audience will have the upper hand in 2025.
2. Digital & Social Media: Where Hispanic Audiences Engage
The Hispanic market is more digital than ever, and brands must meet them where they spend their time.
YouTube Dominates the Market
According to Nielsen’s 2024 Fanáticos report, 17.2% of Spanish-dominant Hispanic viewers prefer YouTube over traditional TV. This makes YouTube a top-tier platform for engaging with the Hispanic community.
Strategies for YouTube Success:
- Create culturally relevant content featuring Hispanic traditions, values, and language nuances.
- Collaborate with Hispanic influencers who can authentically connect with your audience.
- Leverage Spanglish campaigns to engage younger, bicultural Latinos.
Streaming & Social Media Are Key
- Streaming is the number one way Hispanics consume content (49.8% of Hispanic TV viewing is via streaming). (Source: Nielsen Audience Measurement 2024)
- TikTok, Instagram, and Facebook dominate Hispanic social media usage, especially for Spanish-dominant users.
Key Takeaway: If brands are not investing in YouTube, TikTok, and streaming platforms, they are missing out on the most engaged Hispanic consumers.
3. Avoiding “Latino Coating”: How to Build Authentic Connections
Have you heard of “Latino Coating”?
The Hispanic Marketing Council (HMC) introduced this term to describe a common mistake brands make when trying to appeal to Hispanic audiences. Latino Coating happens when brands superficially add Latino elements to their marketing—like using stereotypical imagery, music, or faces—without genuinely understanding or respecting the culture.
How NOT to market to Hispanics
- Translating an English campaign word-for-word without adapting the cultural message.
- Using Latino stereotypes instead of embracing the diversity within the community.
- Running a Hispanic Heritage Month campaign and thinking that is enough.
The Role of Transcreation in Authentic Marketing
Instead of direct translation, brands should use Spanish Transcreation—a process that adapts content culturally and emotionally to ensure it resonates with the Hispanic audience.
Transcreation ensures that:
- The message feels natural and authentic.
- The tone, humor, and emotions align with Hispanic culture.
- The brand voice remains consistent while adapting for local nuances.
Brands That Got It Right
One great example of avoiding Latino Coating is Kellogg’s campaign, “On Moms’ Tables Aquí y Allá” (“On Moms’ Tables Here and There”). The campaign authentically captures the emotional relationship that bicultural Latina moms have had with Kellogg’s brands throughout their lives.
The initiative includes in-store advertising and digital content, focusing on cultural authenticity rather than just direct translation.
Key Takeaway: Authenticity is everything. If a campaign feels forced or disconnected, the Hispanic audience will see right through it.
4. Language Preferences: Spanish, English, or Spanglish?
One of the biggest challenges brands face is choosing the right language. The Hispanic audience is diverse, and language use varies based on factors like age, location, and acculturation.
Hispanic Language Breakdown in the U.S.:
- 17.6% speak only Spanish
- 23.3% speak mostly Spanish
- 23.2% are fully bilingual (Spanish & English)
- 22.6% speak mostly English
- 13.4% speak only English
(Source: U.S. Census Bureau, 2024)
Key Takeaway: Brands that adapt their messaging based on audience segmentation will see higher engagement and trust.
5. The Power of Localization: Why Your Website Should Be in Spanish
Localization is one of the most effective ways to reach Spanish-speaking Hispanic consumers.
Why does localization matter?
- 42% of U.S. Hispanics prefer to shop on websites in Spanish.
- 40 million Spanish speakers in the U.S. expect brands to provide content in their language.
IKEA’s Localization Strategy
IKEA launched IKEA en Español, a fully localized Spanish website that allows customers to browse, shop, and get customer support in Spanish. The company also introduced Spanish-speaking customer service representatives.
Key Takeaway: A Spanish-language website and localized customer support make it easier for Hispanic consumers to trust, engage, and convert.
6. Key Takeaways for a Successful Hispanic Marketing Strategy in 2025
Understand the power of the Hispanic market – It is growing rapidly, with $3.4T in purchasing power.
Focus on digital engagement – YouTube, TikTok, and streaming platforms are where Hispanics are most active.
Avoid Latino Coating – Use Transcreation to create authentic, culturally relevant campaigns.
Know your audience’s language preference – Spanish, English, or Spanglish depends on your target segment.
Support and collaborate with the community – Work with Hispanic influencers and Latino-owned businesses.
Need Help Reaching the Hispanic Market? Work with Us at Yucalab!
At Yucalab, we specialize in authentic content marketing strategies that drive traffic, engagement, trust, and conversions. Contact us today to build a winning strategy for 2025!
