Discover why many American brands struggle to connect with Latino audiences despite significant market potential. This article delves into expert insights on prioritizing cultural relevance, showing genuine intention, avoiding superficial stereotypes, and targeting digital habits. Gain a deeper understanding of these critical factors and enhance your brand’s engagement with this vibrant community.
- Prioritize Cultural Relevance
- Show Genuine Intention
- Avoid Superficial Stereotypes
- Target Digital Habits
Prioritize Cultural Relevance
Natalia Lavrenenko, UGC Manager and Marketing Manager, highlighted the importance of recognizing diversity within the Latino community. She said, “Many American brands treat Latino audiences as a single group instead of acknowledging the diversity within the community. Language matters, but cultural relevance goes beyond simply translating an ad into Spanish. A brand delivering the same message to Mexican, Puerto Rican, and Colombian consumers without adapting for traditions, slang, or values will miss the mark.
User-generated content offers the solution. Real voices from different backgrounds create authenticity. A Cuban American influencer in Miami and a Mexican content creator in Texas can connect with their local communities in ways a generic campaign cannot. Brands that collaborate with Latino creators—rather than merely marketing to them—forge genuine connections.”
Show Genuine Intention
Tristan Harris, Sr. VP of Marketing, emphasized that many American brands fail to connect with Latino audiences due to a lack of genuine intention. He said, “One of the biggest mistakes companies make is to simply ‘tick a box’—whether by running a campaign in Spanish or using a token Latino celebrity—which often feels forced. A brand may throw in some Spanish phrases or host a quinceañera-themed party without understanding the cultural significance. When it’s all sizzle and no steak, audiences can sense the smoke and mirrors, and the brand’s message misses the mark.
To close this gap, brands must have real conversations and learn directly from Latino communities. This includes hiring team members from minority backgrounds, collaborating with local organizations, and embracing Latino voices in the creative process. Instead of just translating existing campaigns, brands should explore cultural values, traditions, and issues that matter to their audience. By doing so, they can craft strategies that resonate on an individual level and lay the foundation for trust, loyalty, and authentic connections.”
Avoid Superficial Stereotypes
Ron Evan del Rosario, Demand Generation – SEO Link Building Manager, emphasized the importance of moving beyond stereotypes in Latino-friendly advertising. He said, “Avoid relying too heavily on superficial elements like piñatas, sombreros, or other clichés to make ads more Latino-friendly. While these symbols are often associated with the Latino community, they fail to convey genuine appreciation for traditions, values, and linguistics. Brands relying on these stereotypes miss the mark.
To forge stronger connections, cultural outsiders must build real relationships with insiders who understand what truly resonates with these communities. Focus on meaningful aspects like the significance of family gatherings, differences in culinary traditions across Latin countries, or shared values such as strong family ties, entrepreneurial spirit, or unique holiday customs. By going beyond the surface and embracing what matters to these communities, brands can demonstrate real respect and create messaging that resonates on a personal level, fostering trust and authentic relationships.”
Target Digital Habits
Clayton Johnson TCM, Owner, emphasized the importance of aligning marketing strategies with the digital habits of Latino audiences. He said, “One reason American brands struggle to connect with Latino audiences is their failure to tailor strategies to this demographic’s specific preferences. Leveraging platforms like WhatsApp and social media channels, which are popular among Latino customers, leads to significantly higher engagement.
For instance, in a campaign for a lifestyle brand, we used culturally resonant visuals and storytelling aligned with Latino values, combined with targeted engagement on these platforms. This approach resulted in a 30% increase in user interactions and boosted website traffic.
Another often-overlooked aspect is partnering with Latino influencers. During a campaign, we built relationships with Latino community leaders and influencers, amplifying our message authentically. This strategy improved brand perception, increased brand mentions by 40%, and led to a notable rise in conversions.”
Special thanks to Featured for their continued help in the creation of this blog post. Click below for more strategies from the Nativa team regarding Online Marketing.
