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Should Spanish or English Be Used in Social Media Campaigns Targeting the Hispanic Consumer?

Susan Kuchinskas writing for Portada Online considers the viewpoints of marketers targeting Hispanics via social media. Among her conclusions are that marketers must understand the levels of acculturation and the influencers when making the decision on language for the campaign.

Among the points made by the marketers in this article:

-Bilingual many not mean equally fluent in both English and Spanish.

-For American-born Hispanics, English with culturally relevant messaging might be a good approach.

-Context is an important factor in making the decision on language for the campaign.

 

 

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