When business network Latinum took a look at 184 different brands’ Facebook presences, only 34 of those brands had any Spanish-language content on the social networking site, even for sites in countries outside the United States.
“On Facebook, there’s a big opportunity to engage,” Andy Hasselwander, vice president of professional service and product development for Latinum, told Advertising Age. “For brands willing to put up Spanish-language Facebook pages, there’s a huge payoff.”
Alex Levine, social media strategist for Paco Ideation, says a lot of potential Latino customers simply don’t read messaging if it is only in English.
“Many Hispanic Americans, especially the older generations, don’t speak English or are not comfortable with it, so not providing them information in Spanish leaves them high and dry for information,” he says.
For many Latinos who speak English and Spanish, there’s a tendency to trust messages in Spanish more, Levine says.