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Facebook adds new language-based targeting for Hispanic users



2013-03_Latinos-Technology-1868% of Hispanic internet users have accounts on Facebook or Twitter and when you look at just the young users (18-29) that number pops up to 84%. But communicating with this powerful group involves some decision making because not all Hispanics use the same language when reading and writing posts on Facebook.

A study from the Pew Research Center shows that the majority fall into the Only/Mostly English category but around 40% use either all Spanish or a combination of Spanish and English on social media.

In order to reach the right audience with the right message, Facebook has now divided their language-based message targeting into three language preferences: Spanish-dominant, Bilingual and English-dominant.

Hispanic targeting

Working with a national CPG brand, Facebook tested three Spanish and three English posts in each language segment over the course of six weeks. In the end, they had reached 2.8 million women between the ages of 25 and 49. The big news is that compared to non-language specific marketing, they saw a 40% increase in engagement with the Spanish-dominant and Bilingual targets.

It’s also important to note that Hispanic users are heavily invested in mobile. Almost half don’t even own a landline, just a mobile phone and they’re more likely to use that mobile phone to go online. (76% Hispanic versus 60% White.)

Here’s a set of facts you can’t ignore: Hispanics represent 1.2 Trillion dollars in buying power and 21.6 billion in online spending. But don’t think you can just have your ads translated into Spanish and you’re home free. Nope. If you want to reach this audience, you need to do more than just speak their language, you have to speak from the heart.