As more Hispanic families stay at home, Latinos are more active online. At UMG, we want to show you what they are talking about and how they are engaging online.
For the past 28 days, our agency has been monitoring social media conversations in the Hispanic market around COVID-19. If your brand wants to stay close to the Hispanic community, or support the Hispanic community, keeping a close eye on trending topics in social media channels is a great way to keep a pulse on the most organic and local conversations. For example, the latest trending hashtag is #QuedateEnCasa (#stayathome), which has garnered 266 million impressions across major social media platforms. Consumers are mostly using this popular hashtag to both highlight the importance of staying home during the pandemic, but also to share lifestyle moments that showcase what they are doing during their time at home.
Similarly, we found that #SanaDistancia (Safe Distance/Social Distancing), which has garnered 2.6 million impressions across major social media platforms, is another popular hashtag. This hashtag has become a popular hub for sharing health information, especially related to social distancing guidelines and updates.
Jumping into conversations around these two hashtags can prove to be an organic way to stay relevant with the Hispanic consumer, particularly if executed by combining genuine, culturally relevant, and on-brand approaches.
A Deeper Dive – Sentiment, Context, and Geography
As we dove deeper in search of insights, we compared #QuedateEnCasa in the Hispanic market and #StayAtHome in the General market, and we identified two significant differences.
The first difference is sentiment. Overall, the Hispanic market has a 60% positive sentiment, meaning users are having mostly positive conversations around this topic. Compared to the general market, positive sentiment drops to 46%. These data points show us that the Hispanic market is more comfortable with a stay at home order, and they see it as a positive move to protect their families and community, even if they are generally more pessimistic about the future.
The second difference we noticed is the context surrounding the #QuedateEnCasa and #StayAtHome conversations. In the general market, people are using #StayAtHome around terms including medical, CDC, end lockdown, education, bars & restaurants, and small business. By comparison, the Hispanic market uses #QuedateEnCasa around keywords, including CDC, medical, higher education, gaming, WHO, and travel.
As more states reopen, #SanaDistancia is becoming top of mind in the Hispanic community. So make sure your brand is ready to have a conversation on how you are protecting customers and employees alike.
Finding where conversations are happening is another key to activating your message. For the #QuedateEnCasa and #SanaDistancia hashtags, we identified 12,300 messages or posts, and impressions surpassing 266M based on the number of people seeing the messages or posts.
Beyond just impressions, it is interesting to see where these hashtags are trending in the United States. These are the top states and US territories:
- New York
- Puerto Rico
- Washington, DC
- New Jersey
- New Mexico
All of these states are known for having Hispanic population centers in key metro areas. They’re also among the hardest-hit areas of the country. So while the outlook of many of these Hispanics is mostly negative when it comes to health and the economy, the conversations trending in these areas are pointing towards optimism around prioritizing health and getting through the pandemic alongside their family, digital circles of influence, and entertainment channels.
- Use hashtags like #QuedateEnCasa, #StayAtHomeSaveLives, and #SanaDistancia on your social media posts related to COVID-19 brand messaging. We know you have a positive message you want to share, so let the Hispanic community know about that message.
- Promote stay-at-home activities for Hispanic families that are still under stay-at-home orders and be part of the solution. These could be activities around gaming, cooking, baking, and hobbies the family could do together.
- Offer two for one or family package deals that will fit the Hispanic families’ budget. Be mindful that Hispanic households include extended family members like grandparents, so make sure your family package has an option for 6 or 8 people.
- Show how your brand is protecting your employees and customer-facing locations.
Given the volume of conversations surrounding these topics, now is the time to build and execute nimble strategies to stay in front of the Hispanic consumer. While these conversations are ongoing, one thing we’ve learned is that the tone and context around these conversations is changing rapidly. And with fatigue setting in around COVID-19 messaging among consumers, it’s important to build a messaging strategy that is not only culturally relevant, but also forward-looking. UMG is an ideal partner when it comes to building and executing this strategy, so if you’re interested in learning more about how your brand can stay relevant and proactive within the Hispanic market, give us a call.