Creating Lasting Engagement with the U.S. Latino Audience

Cynthia Aguilar Gomez
January 31, 2024

Our latest report serves as a strategic roadmap for Reaching the U.S. Latino Audience. At Sparkloft, 30% of our diverse team identifies as Hispanic or Latino, and we pride ourselves on inclusive representations across all departments. It was important to listen to our Sparks, who live the Latino experience daily, and contribute to our exploration of this audience. 

Our research led us to the realization: while the majority of the data refers to this group as Hispanic, the cultural similarities like music, dance, food, and entertainment define and unite them beyond language. This insight led us to refer to this audience as “Latino” instead of “Hispanic”. After all, culture recognizes Bad Bunny not as a Hispanic artist but as part of the dynamic Latino culture. 

This article is a summary of the report, going beyond statistics and language. We unveil essential elements to make meaningful connections by grasping their multifaceted culture, behaviors, and preferences. 

So, come explore the dynamic communities shaping the Latino audience. 


The U.S. Latino market is an extensive community of approximately 66.5 million people, nearly 20% of the U.S. population. Surprisingly, only 6% of the total U.S. media spend is allocated to reaching this significant demographic. According to UCLA Center for the Study of Latino Health and Culture, “If Latinos in the U.S. were an independent country, researchers found, their GDP would be the world’s fifth largest, outpacing even the United Kingdom, France, and India.” 

In 2021 alone, the Latino market wielded a purchasing power of 3 trillion US Dollars, which is expected to continue to grow. Yet, many advertisers overlook this lucrative market, missing out on numerous opportunities for connection and engagement. Understanding the diverse Latino consumer, with variations in culture, finances, and social aspects, is crucial. The sooner you learn about this consumer segment, the more advantageous your marketing strategy can become.


We refer to U.S. Latinos as communities originating in Central and South American countries. Despite many cultural similarities that unite them, they are not a homogeneous group. Instead, they represent a multifaceted, vibrant mix of cultures, financial backgrounds, and social experiences, each with its own unique cultural identity.

These communities have diverse backgrounds that shape their identities. While the majority of U.S. Latinos have Mexican roots, followed by Puerto Rican and Salvadorian, their cultural nuances go beyond just language. 

The diversity among U.S. Latinos extends beyond geographical boundaries; it's also generational. For instance, while older generations might lean more towards their cultural heritage, younger Latinos blend their upbringing with American experiences, significantly influencing their language preferences, they are more likely to engage with bilingual or Spanglish content. In contrast, recent immigrants might resonate more with Spanish-dominant messaging.

Understanding these nuances is key to authentically connecting with the diverse identities within the U.S. Latino community.


Spanish isn't just Spanish. There are significant variations, just like the differences between American, UK, and Australian English, but even more pronounced. With over 20 Spanish-speaking countries, each with its unique dialects and slang, a one-size-fits-all approach won't work. Customizing your message to specific Spanish-speaking communities and generations is crucial to ensuring that your marketing communication is effectively understood by the audience you are trying to reach.

For decades celebrating our similarities has caused a lot of misunderstandings from people outside of our cultures mislabelling individuals from Latin American countries as Mexican.

“It is more important to celebrate the unique and diverse qualities of individual communities rather than portraying them uniformly to represent the entire Latino cultural identity.”
Cynthia Aguilar Gomez


Created to be inclusive of “traditional” gender roles, especially within the queer community, the term LatinX emerged and sparked a lot of debate. Critics argue it clashes with Spanish grammar and feels like an unnatural alteration to the language. This topic has stirred up lively discussions on social media platforms like TikTok and Twitter (now X). "Latine" is emerging as an alternative, but it's still a mixed bag.

As language evolves, so does our way of self-identification. The introduction of terms like Latinx or Latine has sparked meaningful discussions around cultural representation and self-identity within Latino communities. It is especially important to understand that when interacting with this community as they continue to evolve and change.


Effectively engaging with the Latino community requires a nuanced understanding of their culture and language. A one-size-fits-all approach won't suffice; tailoring your content to these factors below will ensure a deeper, authentic connection with the diverse Latino audience:

  1. Celebrating Cultural Awareness. Demonstrating cultural awareness not only fosters respect but also builds a stronger connection with the audience, showcasing a commitment to understanding and celebrating diversity.
  1. Authentic Representation of Latinos. By avoiding tokenism and stereotypes, genuine efforts to understand and embrace the diverse cultures and experiences within the Latino community create meaningful connections.

  1. Language. Understand and utilize language nuances based on the audience’s country of origin, age, and residency duration. For example, Spanglish is more than a linguistic choice; it is a cultural identity marker. Remember, it is not about speaking their language, it is about speaking to their experiences and values. 

  1. Targeting. When incorporating your paid media plan, remember that language is as important as the content and creativity, which needs to resonate with your audience. Avoid audience overlaps and overly segmentation.
  1. Content. Latinos are avid consumers of digital content and heavy users of social media, utilizing these platforms not just for inspiration but as primary tools for travel planning. As you tailor your content, consider elements that catch their interest and align with their travel planning preferences.
@visitperu ¡Piura tiene de todo para hacer! Puedes ver ballenas, surfear o simplemente descansar en la playa 🏝⛱🌊 From whale-watching to surfing or just relaxing on the beach, Piura is a place for everyone. #VisitPeru #nature #discoverperu #southamerica #traveltoperu #peru ♬ sonido original - Perú

This recap is a great roadmap to initiate a meaningful connection with the U.S. Latino audience. To understand how to plan, create, and execute content that ignites passions, we will have to unravel the intricacies of terminology and cultural nuances. 

Stay tuned for our upcoming articles where we break it all down, providing actionable tips to help you navigate and resonate with these diverse communities.

¡Hasta luego!

For a deeper look download our report:
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