Conexión UMG #006 - How to Build Trust & Scale in the Hispanic Market

For mid-size brands looking to expand their reach in the U.S. Hispanic market, relying solely on Paid Media (ads) to drive awareness is the biggest mistake. The brands that genuinely breakthrough start by earning trust first.

This week, we're exploring the Owned + Earned + Paid formula, why it works, and how mid-size brands can use it to connect authentically before scaling their impact.

Be advised - this is a lengthy one.

Cracking the Code - How to Build Trust & Scale in the Hispanic Market

🔎 One Big Thing

A common misstep we see? Brands jumping straight into Paid Media (buying Spanish-language ads) without first building credibility with Hispanic consumers. That's where Owned & Earned Media come in.

The most effective strategies follow a three-step layered approach:

✅ Owned Media (Your Foundation) – This is everything you control: your website, social media, email, and PR content. It's where you establish cultural credibility before investing in paid exposure.

✅ Earned Media (Your Amplifier) – PR, influencer partnerships, and media coverage add third-party validation that builds trust within Hispanic communities. If you're not in the right media spaces or conversations, your brand doesn't exist to these consumers.

✅ Paid Media (Your Scale): Once you've built credibility, Paid Media drives reach and conversions, but it works best when layered on top of a strong Owned and Earned strategy.

Brands that combine these three media strategies get noticed and become trusted choices in the Hispanic community.

📊 Why it Matters

💰 U.S. Hispanics hold $2.8 trillion in buying power: a massive opportunity, but brands must prove they're culturally relevant before expecting loyalty (Latino Donor Collaborative, 2023).

📢 70% of Hispanics feel brands don't understand their culture. A direct translation isn't enough (Collage GrUS 2022). Consumers need to see brands show up authentically in the spaces and conversations that matter to them.

🎯 Trust is everything. Hispanic consumers rely heavily on word-of-mouth, recommendations, and influencer opinions before making purchasing decisions. Studies show that 56% of U.S. Hispanics say they trust recommendations from influencers over brand advertising (H Code, 2021).

Bottomline: Without an Earned & Owned strategy, you're just another ad.

(READING BREAK)

🚀 Take Action

🔹 OWNED MEDIA (Your Foundation – Establish Credibility)

• Your website should be bilingual—but beyond translation, it should feel native. Invest in content that speaks directly to Hispanic consumers' needs and values.

• Create culturally relevant storytelling. Spotlight Hispanic employees, customers, or community initiatives. Show that your brand isn't just selling—it's engaging.

• Build a strong social presence with Spanish-language posts and content that taps into Hispanic traditions, values, and humor.

🎤 EARNED MEDIA (Your Amplifier – Build Trust & Validation)

• Secure media coverage in Spanish-language outlets (Telemundo, Univision, La Opinión) and bilingual platforms (People en Español, Mitú, Remezcla).

• Partner with micro-influencers who have deep connections in their communities. A well-placed post from a trusted voice is often more effective than a paid ad.

• Participate in Hispanic-focused events as a sponsor or through community partnerships. Authenticity comes from showing up where your audience already is.

📢 PAID MEDIA (Your Scale – Expand Reach & Conversions)

• Start with a Paid Media Audit: Review your current media buys and ad placements to identify which platforms already have a strong Hispanic audience or offer targeting adjustments to reach them more effectively.

Example: A brand running Facebook and Google Ads may not realize that it can increase its reach among the Hispanic audience without increasing its ad spend by adjusting language preferences, cultural affinity settings, or ZIP code targeting.

• Leverage streaming platforms (CTV/OTT) like Roku, Telemundo, and YouTube to capture Hispanic audiences on their preferred content.

• Sponsor Hispanic podcasts and retail activations to create hyper-targeted, culturally relevant ad placements.

💡 The brands winning in the Hispanic market aren't just buying ads. They're building relationships.

👀 En Cultura

🏆 Siete Foods Joins Austin FC as Official Jersey Partner

Latino-owned Siete Foods made history by becoming the official jersey sponsor of Austin FC. This is one of the few times a Hispanic-founded brand has led an MLS team's kit partnership. The deal extends beyond branding. Siete and Austin FC are launching initiatives to highlight Hispanic leaders in Austin and deepen ties with the Latino community (MySanAntonio, 2025).

This partnership is a perfect example of Earned Media done right. It embeds Siete's brand into a cultural movement rather than relying solely on paid ads. It also underscores how mid-size brands can make an impact by forming authentic alliances in sports and community-driven spaces.

🎨 Disney’s Encanto Brought Joy to Hospitalized Children

During Hispanic Heritage Month, Disney partnered with the Starlight Children’s Foundation to distribute ‘Encanto’-themed hospital gowns and care packages to children’s hospitals nationwide. The gowns, featuring Mirabel, Antonio, and Isabela, were designed to bring comfort and joy to young patients undergoing medical treatment.

This example highlights a brand's successful partnership with a foundation that supports children and families in need. This collaboration not only provided valuable assistance but also generated positive earned media and effectively promoted the initiative through the brand's own channels (Axios, 2024).

Want to tailor your marketing strategies to the latest Hispanic insights? Reach out to our team at UMG for a consultation on building culturally resonant, data-driven campaigns that connect with your audience in powerful ways.

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