5 Tips for Facebook Advertising to Hispanics

So, you say TikTok and X have left Facebook in the past… Think again! Facebook is the most popular social network worldwide. In 2022 alone, Facebook’s advertising revenue surpassed USD 113 billion. Sufficient to say that every marketer should invest in FB ads. Now, as per the US Treasury Department, the Latino segment of the population generates $2.8 trillion in total revenue per year. This said it sounds like a no-brainer that your business should be targeting the Hispanic community. Facebook ads are a fantastic tool to do just that. But how? Here, Alpha Co. will provide 5 tips to help you make better Facebook advertising campaigns for Hispanics.

Without further ado, here are the 5 infallible tips to help boost your Facebook Advertising campaign targeting the Hispanic market, grow your Spanish-speaking audience, and turn them into long-term customers.

1. Do Separate Campaigns/Ad Groups Targeting Hispanics

Although Facebook’s “make this campaign available in multiple languages” might be tempting, don’t—just don’t. In our experience, it doesn’t produce the desired results. That’s because Facebook uses automatic translators for ads, and they miss the mark when translating content from English into Spanish—a machine doesn’t know how to “talk” to an audience. 

Instead of selecting multiple languages for a single ad, it’s better to create separate ads or even campaigns in Spanish and English. This action helps you personalize the ads and target the Hispanic community better.

2. Remember to Target the Spanish Language Only

If you do not select Spanish-specific targeting you will be showing Spanish ads to English speakers. The other side of this same coin is that for all your English campaigns, remember to target them exclusively to English speakers. Remember, it’s about distinguishing the two campaigns and creating a well-rounded bilingual social media strategy.

Also, when using Facebook Advertising to Hispanics, you choose the Spanish language, Facebook offers 3 versions of Spanish, one of them is Spanish from Spain, just pick all the Spanish options, do not pick only Spanish from Spain, especially if you’re advertising in the US since most of the Hispanic population is Latino, and not from Spain. 

3. Be Mindful of Stereotypes in Your Images or Text

Do not allude to any stereotypes or common mannerisms that overtly label or categorize Hispanics in any way, specifically if it’s negative. Think about Speedy Gonzales as a bad example of this. Latinos are very diverse, many living in their current country for generations and they might not feel represented by that, and they probably won’t find it funny either.

4. Get a Native Speaker to Write Your Facebook Advertising Copy

Have you ever seen an ad and realized “Oh that’s so poorly written”? That happens to Hispanics more often than you think due to all the English speakers attempting to write in Spanish 🥴. Even worse, the company might have used automatic translation 😵.

When you target Hispanics, you’re trying to communicate and connect with a segment, so, don’t start on the wrong foot, but by hiring a native Speaker to write that copy or to translate it—even localize it or transcreate it if necessary. Preferably have a native Spanish speaker for the region you want to target, for example, Texas and Florida’s Hispanic lingo is not the same.

5. Reply to the Comments en español

The person writing your copy must stay along for the ride since any good Facebook advertising campaign will most likely get engagement in likes 👍 and comments 🗨. The Spanish speaker, who will be an expert copywriter and communications-savvy, should stay on to reply to those comments and to like them as well. This way, you’ll increase engagement and spark brand conversations, establishing your brand in Spanish.

Ready for Facebook Advertising Success?

Alpha Co. Marketing & Media is a bilingual digital marketing agency helping businesses with Spanish SEO, social media, PPC, and other services. We have vast experience creating, running, analyzing, and adjusting Facebook ads and campaigns to reach customers and hit our clients’ goals.

Alpha Co. Marketing & Media is here to guide you through your bilingual Facebook advertising journey. At our human-led, diverse agency, we know what it takes to take your business to the next level by leveraging the power of Facebook advertising to Hispanics.