Why partnerships with Latinx creators matter to your inclusive marketing strategy

September 15 marked the beginning of Hispanic Heritage Month. Like during Black History Month or Asian Pacific American Heritage Month, brands want to take the opportunity to market directly to Latinx audiences and position themselves as allies. But Latinx consumers aren’t a monolithic group. The Latinx or Hispanic consumer encompasses 27 distinct countries of origin, cultures and identities.

The challenge for brands is creating authentic and impactful, culturally-focused Hispanic marketing campaigns–without pandering, stereotyping or over-generalizing. The most powerful technique social teams have in their corner this month is working directly with Latinx and Hispanic creators.

Getting to know the Latinx and Hispanic consumer

If your brand is looking to enter the Latinx market, here’s what you need to know.

Latinx spending power is expected to top 1.3 trillion dollars in 2023 and 78% of Latinx and Hispanic consumers enjoy online shopping. As far as social marketing goes, they’re extremely immersed in social media. A majority (52%) of Hispanics aged 18 or older spend an hour or more on social media every day, compared to 38% of non-Hispanic whites. They’re also 5 times more likely to share content, which can have an extreme impact on your reach.

This rapidly growing demographic should be a crucial part of your inclusive marketing strategy. Reaching out to the Latinx community in your marketing can have positive effects on your overall social strategy as well. Most (60%) consumers are more likely to buy from a brand with inclusive marketing.

To improve your inclusivity, creators are the key to making an impact with the Latinx community.

Linking up with Latinx creators

The Latinx community is no exception when it comes to the advantages creators bring to social marketing strategy. Some 68% of marketers use creators to generate more engagement, and Latinx creators understand and relate to their audience in ways that make consumers want to learn more.

Their authenticity and connection with their communities are key to creating viral content.

According to The Sprout Social Index™ , consumers rank the most important brand content traits with authenticity and relatability at the top of the list. And as 74% of marketers prepare to spend more than a quarter of their budget on creator partnerships, Latinx creators are a great bet.

Cultural competency

The most obvious benefit of bringing on a Latinx creator is their intrinsic cultural expertise. As members of the community, they know first-hand what resonates–and what’s going to fall flat. Leveraging their perspective on campaign ideas and execution can help your team avoid cultural appropriation and build a meaningful sense of cultural appreciation.

Vanessa Sirias has built a following of over 250,000 people across platforms with her comedy sketches surrounding the Latinx experience. When Secret Deodorant approached her for a partnership, she created a sketch poking fun at the stereotypical Latina-oriented commercial. This approach was not only relatable for her viewers, but it established Secret’s position of being in on the joke, instead of the butt of it.

When the algorithm is TOO accurate #SecretDeoPartner #ad

♬ original sound ' Vanessa Sirias