5 Tips for Connecting with Hispanic Millennials
The times when you could get your job done by using a stock marketing strategy to reach out to age groups ranging from 18 to 65 are old news. It’s now time to narrow down your marketing techniques and target specific audiences. Hispanic millennials are one such community that’s grabbing the attention of marketing gurus in the US.
According to the Pew Research Center, Hispanics are one of the major racial communities in the US. The Hispanic population comprises of 17.9 million people younger than 18 years of age, and 14.6 million millennials. So, simply speaking, every 6 in 10 Hispanic people that you’ll encounter will be millennials or younger. This is a large cohort that you’re aiming for!
With a record-breaking strength of 59.9 million that the Hispanics reached in 2018, ethnic marketers are faced with a huge cohort. It’s imperative that you tread carefully when targeting Hispanic millennials and this is how to do it.
1. Use the Right Marketing Channel
Before plunging in head-first, you need to know which marketing channel you’d want to use.
Millennials are very specific about the medium they prefer. Unless you identify which one it is, you won’t build a favorable rep. One study revealed that Hispanics prefer online sources over the more old-school channels like the radio and TV.
2. Be Bilingual
Beware of giving into stereotypes: all Hispanics will not respond to a sales pitch in Spanish! That’s just a pre-formed idea that you’re buying into. Hispanic millennials are more bilingual than monolingual.
However, they use each language in different social spheres. For work, they deem English as the more appropriate language, whereas at home or with friends, they would converse in Spanish.
3. Don’t Stereotype Them
Building on the previous point, stereotypes run deeper than ideas about their language of preference. A language isn’t just a vernacular; it governs your entire lifestyle. Since millennials are at the cusp of a new era, with one foot in the old traditions, they use English for proximity to the mainstream culture.
Hispanics pride themselves on their ethnic identity and that’s why they’ll never give up on their own language. Don’t saturate your marketing content with dense cultural symbols, in hopes of attracting their attention.
4. Reach Their Phones
This rule applies to all millennials, regardless of their ethnicity. Hispanic or non-Hispanic, people in this age group are addicted to their smartphones. However, interestingly enough, Hispanic millennials are recorded using their phones one hour more than non-Hispanic young adults. So the best way to reach them is through their phones.
5. Include Their Families
A considerably large percentage of Hispanic millennials still live with their parents. Statistics show that about 42% Puerto Ricans and 69% of Cubans live with their families. This highlights the influence of family life and parental authority on a Hispanic millennial.
Since their individuality is woven into the family fabric, your marketing techniques should take that into consideration as well. Choose content that’s more collective than individualistic.
Among other Hispanic marketing companies, ours has been thriving for the past 14 years! We use ethnic advertising to reach Hispanic millennials that are unique in their tastes and personhood. Contact us if you need our expertise for anything.
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