Guess which is the fastest growing group in the U.S. Guess what demographic grew 43% in the last decade. Guess what group now makes up 14% of the adult population and 17% of the under 18 population. If you guessed Hispanic, then you guessed right. According to the 2010 Census, Hispanics are the fastest growing population in the U.S., accounting for some 50.5 million people. While they are growing, the Anglo population is shrinking.
Racial and ethnic minorities accounted for 91.7% of the nation's growth over the last ten years. Non-Hispanic whites accounted for only 8.3%. The trend in cities like Dallas and Houston are even more pronounced. Projections compiled by the Texas State Data Center show Hispanics will be the majority in Texas within the next decade. So what is your branding agency doing to help you reach this growing segment of Americans? Here are some thoughts.
1) Use Social Media to Connect. Hispanics are flocking to such networking sites as Facebook. MySpace, which has waned in general popularity, still attracts a growing number of Latinos. Social media is more visceral. Discussions tend to be more relational. This is the world of music, artwork and video. It is where your brand should be.
2) Launch Smartphone Apps.
Nielsen data indicates that more Hispanics than whites use smartphones. Media companies like Telemundo have launched apps to reach the Spanish-speaking segment on the go. Should you and your advertising agency develop an app to connect your brand to this mobile population?
3) Invest in Video.
Hispanics are more likely to consume video content. Videos can be use to demonstrate your product in action. Videos are more likely to go viral. Videos do what html text can never do.
4) Explore a Bilingual Website.
Have you noticed more outdoor boards in Spanish when you drive down the highway? Well, there is a reason for that. The same thing is happening with social media. Today, an increasing number social media sites are adding Spanish content. Many of the larger social networking sites are creating Spanish versions. Maybe its time that you and your marketing agency investigate a Spanish language version of your brand’s website.
If your brand isn’t looking for ways to address this emerging ethnic group, you may find yourself up a creek without a maraca.
