The Art of Understanding Spanglish
Pero like why tho?
According to a Pew Research study, in 2021, a solid 72% of U.S. Hispanics ages 5 and up were either speaking only English at home or rocking English pretty well—up from 65% in 2010. Why? Well, for one thing, there are more U.S.-born Latinos now, with immigrants making up about 32% of all U.S. Hispanics, down from 37% in 2010.
So what does that mean? Basically, English has made itself comfy in Latino households. You’ll hear English, Spanish, and, of course, Spanglish—where both languages hang out and make magic. It’s that beautiful bilingual blend where “Vamos a the store” or “Pass me la sal” just feels right. Spanglish is everywhere, and it should be used as a marketing tactic when targeting U.S. Latino-based audience.
Here are Some Authentic & Effective Ways to Use Spanglish in Campaigns:
Partner with Influencers
Team up with bilingual influencers who are already the life of the (online) fiesta. These pros know how to vibe with their followers, and they’ll bring your brand along for the ride! Just make sure they don’t sound like they’re reading a script—authenticity is key unless you want your brand to feel like a cringey Telenovela plot twist.
Use Music
Hispanic music is way more than just throwing on a Bad Bunny track or a Selena Quintanilla classic (though they’re both legends!). If you really want to impress, dig into the tunes people actually play at family gatherings—think old-school salsa, merengue, or the kind of boleros everyone’s grandma knows by heart. Take a cue from LeBron James dancing to Lalo Rodríguez’s “Devórame Otra Vez” in that Mountain Dew ad; it’s these timeless hits that bring the feels and connect with the audience in a way that feels real and familiar.
Focus on key dates that resonate with Latinos in the U.S.—not just Hispanic Heritage Month.
Celebrate the whole cultural calendar! From Día de los Muertos to Three Kings’ Day, these dates mean a lot more than just good photo ops—they’re the soul of the community. Your brand’s there for all the moments, not just dropping in once a year for Hispanic Heritage month.