The Chicago Bulls just launched their new @LosBulls Instagram account to better connect with their 5.4 million Spanish-speaking social media followers. Despite representing only 12% of the Bulls’ total social following, the organization realized the need to personalize (not just translate) content to best engage their Hispanic audience in two-way conversation. Just like their French-language account, @LesChicagoBulls, which launched in 2022, @LosBulls features custom curated Spanish-language content from current and past players. And similar to the NFL, the Bulls have committed to community- and employee-focused activations throughout their season, such as refurbishing courts in Chicago’s Little Village, a prominent Mexican American neighborhood.

What’s The Link?

With Latinos projected to represent 55% of U.S. population growth by 2050, it’s time for brands to invest in this powerful audience.

While the Latino audience continues to grow, the media industry is unfortunately already behind. Despite representing 20% of the U.S. population, Hispanic viewers receive, on average, just 2% of media investment from brands. In addition, Samba found in its June report that representation of diverse groups in streaming and TV decreased by 7% from 2023 to 2024. Disparities among minority populations persist in healthcare as well. According to Cigna, Latinos in the U.S. have higher rates of mortality from liver disease, liver cancer, and diabetes than non-Hispanic people, and they are at greater risk for obesity. There’s a lot of work yet to be done to recognize and respond to the unique needs and perspectives of Latinos. Here are a few ways your team can get started:

1. Recognize diversity within the Latino community: Consumers feel a deeper connection with brands that represent their identities, experiences, and values. Featuring providers and staff from diverse Latino backgrounds increases representation and promotes trust and inclusivity among consumers and employees.
2. Enhance engagement with dedicated content: Healthcare marketers should consider curating culturally specific Spanish-language content to break language barriers and deepen engagement. Almost 33% of the Hispanic population follows influencers, compared to less than 19% of non-Hispanic consumers, according to MRI Simmons. Influencers who are trusted voices within Latino communities can serve as ambassadors, helping to build trust and disseminate important health information.
3. Invest in Latino communities: Investing in multilingual resources — like hiring Spanish-speaking healthcare professionals or producing Spanish-language health materials — demonstrates a long-term commitment to inclusivity. However, representation and marketing alone aren’t enough. Brands also need to create and support initiatives and health programs that address Latinos’ unique cultural experiences, concerns, and disparities in areas where they are disproportionately impacted and underserved.

Read about Hispanic consumer media habits to inform your strategies