“Marketing to Hispanic audiences in Spanglish?
The language you choose matters. In our experience, the language that any Hispanic audience responds best to varies based on their immigrant generation.
For example, fully Spanish-dominant ads perform best with first-generation Hispanics, while second- and third-generation audiences respond well to a mix of Spanish, Spanglish, and even English.
If you’re considering using Spanglish in your digital ads, be sure to test it first before you commit any significant budget. We’ve found that Spanglish ads tend to work best in markets with a strong later-generation Hispanic presence.
Always remember language isn’t just a tool — it’s a connection. Choosing the right approach can make all the difference in engagement and conversion.”
– Hugo E. Gomez, Founder (Abogados NOW)