Podcast

Leslie Koch

#453: How to Engage Hispanic Audiences With Your Storytelling

Hispanic consumers make up over 18 percent of the Total U.S. population, which equates to about 62 million people, according to the US Census Bureau’s most recent American Community Survey.

It is an important market for brands considering it grew by 23 percent over the last decade.

But a lot of marketers are missing out because they either don’t know how to connect with Hispanic consumers or are intimidated to try because they are afraid of making a cultural misstep in their communications that might do more harm than good.

Today, you’ll learn why the majority of US Latinos want brands to acknowledge their cultural heritage, to speak directly to the Hispanic community in a culturally relevant way, and how to tell stories that resonate with them.

Leslie Koch is VP, Social Media for TelevisaUnivision. Sshe shares with you how to reach and engage the Hispanic audience in a way that resonates authentically in culture through music, sports, and other passion points.

She emphasizes the need for authenticity and cultural relevance in marketing campaigns, particularly when targeting the Hispanic community. Leslie shares examples of successful campaigns that resonated with the audience by speaking to their experiences and passions.

She also highlights the role of social media platforms in reaching and engaging with the Hispanic audience and the challenges and opportunities in creating 360 campaigns that integrate TV, social media, and other platforms.

Discussed in this episode:

Tailoring marketing and storytelling to specific cultures and communities is crucial for authenticity and relevance.
Authenticity and cultural representation are important for creating emotional connections with audiences.
Social media platforms offer unique opportunities for engagement and targeting specific communities.
360 campaigns that integrate TV, social media, and other platforms can amplify the impact of storytelling.
Understanding the nuances and preferences of different cultures is essential for effective marketing and storytelling.