Hispanic advertising: strategies for engaging a diverse audience

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The global Hispanic community is a vibrant and diverse demographic with rich history of cultures, language nuances, and traditions. This group’s diversity, while a source of strength and vibrancy, comes with a set of unique challenges to marketers aiming to engage with it effectively. As the Hispanic population continues to grow both in size and economic power, businesses are increasingly recognizing the importance of tailoring their strategies to resonate with it. A YouGov poll (found in Advanced-Television.com) of 1,002 Mexican adults found that 58% preferred watching content localized with AI dubbing rather than with subtitles. In a paper titled “It’s Time Ready or Not for the Multicultural Majority”, the Culture Marketing Council adds to this that “Forty percent of Hispanics (ages 13 to 49) SVOD viewing is in Spanish, a mix of Spanish originals dubbed in English or sub-titled in Spanish.”

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In the world of dubbing, localizing for a Hispanic audience involves more than just translating content into Spanish. It requires a nuanced understanding of their culture, linguistics and region.  

What does being Hispanic mean?

The term encompasses a wide range of cultures, including but not limited to Mexican, Puerto Rican, Cuban, Salvadoran, and Colombian communities, each with its own unique traditions, dialects, and social norms. Understanding this diversity is crucial for anyone with dubbing needs, as a one-size-fits-all approach can lead to productions that feel generic or, worse, miss the mark entirely. Conducting thorough market research to understand the specific preferences, values, and cultural nuances of different Hispanic subgroups can lead to more targeted and effective advertising. 

So you’re dubbing for Hispanic advertising

Before you localize a single word, understand that there is a gravity of respect in this Hispanic market. To succeed, you have to:

• Understand how to leverage bilingual and Spanish-language content: While many Hispanics are bilingual, a significant portion prefer to consume media in Spanish. Offering content in both English and Spanish or even mixing specifically in Spanish, can significantly enhance viewership. 
• Approach this audience with respect and authenticity: This means going beyond stereotypes and superficial vocal representations to engage with the community in meaningful ways. Authenticity comes from a deep understanding of the audience, a genuine respect for its culture and values, and a commitment to creating dubbed content that reflects true voices of Hispanic individuals.
• Demonstrate true linguistic diversity: Spanish varies significantly across different Hispanic countries. By employing language specialist, dialect coaches or native speakers, you can ensure authenticity and avoid regionalisms unless targeting a specific demographic.
• Invest in high-quality translations: Direct translations often miss the mark. Localization involves adapting the content to reflect the linguistic and cultural context accurately, even when its created at speed with the power of AI.
• Choose voice actors who resonate with the target audience, considering factors like accent, tone, and delivery.

The regulatory requirements of dubbing for Hispanic advertising

When dubbing content into Spanish for legal distribution in Hispanic markets, it's crucial to consider copyright and intellectual property laws, regulatory standards for content and advertising, and specific localization requirements that may dictate the use of certain linguistic variations or cultural sensitivities. Additionally, licensing agreements must often be tailored to each market, taking into account local laws and norms. Engaging with legal professionals who specialize in international media law is advisable to navigate these complexities effectively and ensure compliance across different jurisdictions.

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Additionally, it’s best practice to ensure the fair usage of voice talents. "The undiscriminating and unregulated use of artificial intelligence is a risk that could lead to the extinction of an artistic heritage of creativity and wonder, an asset that machines cannot generate," according to the United Voice Artists Coalition, which says its members include the US National Association of Voice Actors (NAVA) and Latin America's Organization of United Voices.

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Deepdub.ai recognizes the importance of voice artist’s commercial rights to their talent, and pledges to help artists “Record more and earn more while keeping rights intact”. See more at https://deepdub.ai/royalty-program 

Successful localization, stronger connections

Ultimately, the successful localization of content fosters stronger connections with viewers, opening up new markets and opportunities for creators in the vibrant and diverse Spanish-speaking world. Dubbing content into Spanish can significantly expand your audience reach and enhance accessibility for those who prefer content in their native language. It resonates more deeply with audiences, fostering loyalty and promoting positive word-of-mouth. 

Need a dubbing partner with native Spanish speakers on the team? Talk to us!