Content in Spanish | A must in several industries worldwide

We have the misconception that English is the global language. It is true that many marketing campaigns are conducted in English and that many business deals are closed in this language (even this article was published in English). But what about other languages? This is where Spanish-language content comes in.

Some languages are gaining significant ground in areas such as translation studies, marketing, programming, and the gaming industry. Portuguese and French are some of them. But Spanish has had a significant hegemony for years.

In this article, I will explore some interesting facts about this topic. We will explain some data that influences decision-making for content in Spanish and the impact of marketing campaigns in this language.

Curiosities about Spanish worldwide

According to Britannica, Spanish is the fourth-most-spoken language in the world, with more than 559 million speakers. It is also one of the most widely spread languages to date, making it the official language in a significant number of countries.

Many interesting facts about Spanish make it worth considering for marketing purposes:

• About 21 countries consider Spanish their native language, including countries in the Americas, Africa, and Europe.
• Many countries have Spanish as a second language, including Belize and the Philippines.
• Due to migration, Spanish has spread to many countries, with strong Spanish-speaking communities in France, Portugal, the United States, Italy, England, Brazil, and many other countries.
• Because many countries speak it and it is notationally used, it has numerous regional variations that can be beneficial for marketing campaigns.

Content in Spanish for marketing

Content in Spanish (on social media, blogs, and translations of bilingual websites) has become essential in many sectors. It is a way for foreign companies to reach new audiences and tap markets they often overlook.

Some international brands with a presence in the Spanish-speaking market have also leveraged Spanish in various ways. Thanks to their expansion, global reach, and localizations, many interesting facts can be observed, such as:

• Neutrality vs. locality. Many brands try to use “neutral Spanish” for all of Latin America (especially brands present in many countries simultaneously). However, local expressions tend to connect much more.
• Spanglish on the rise. We also know them as neologisms or anglicisms. In campaigns for the US and Mexico, Spanglish (“Haz clic aquí for more info”) works very well because it reflects the bilingual lives of consumers.
• The musicality of the language. This language speaks in colors; it dances, it moves. Spanish is perceived as an “emotional” and “melodic” language. Does that affect marketing? Absolutely.
• Cultural microsegmentation. Within the same country, there are different registers. In Mexico, talking to an audience in Mexico City is not the same as talking to one in Yucatán. This is considered in media buying and email marketing strategies.
• Humor. All countries and languages have a sense of humor. But in Spanish, it is something distinctive. Jokes or puns can be practical in one country and make no sense in another. That is why many brands avoid using universal humor in Spanish (and this principle is very present in marketing).

Should we include content in Spanish for our marketing strategies?

Yes. Content in Spanish is a channel for communicating with new users. It helps us reach and build new audiences while also creating new segments. I would venture to say that marketing should not be limited to the demands of a globalized and homogeneous market (in English). Nor should it necessarily adapt to the density of a larger population (Spanish). Sometimes it seeks solutions with immediate impact in high-demand markets (such as marketing in Portuguese).

This reflection does not focus solely on the importance of one language over another. The important thing is to understand linguistic capacity in a marketing strategy.

Let’s think about the impact of TikTok in Brazil when we talk about Portuguese, or the high consumption of soccer content in France. All of these industries have a high level of local consumption and, as a result, their languages must be considered for effective strategies.

Every brand with a global presence, regardless of whether it uses English as its lingua franca, has found Spanish to be a refuge for its sales. The truth is that rather than asking ourselves “should we include it,” it has become a standard for many business models.

I recommend including Spanish in digital marketing campaigns for the following reasons:

• Expansion of audiences and segments. We can reach a larger audience by entering the Spanish-speaking market, which includes millions of new online users.
• Product localization for increased sales. By leveraging a well-targeted, event-based content campaign, we can achieve greater engagement and attract specific regional audiences.
• Labor market growth. Employees, as well as investors, buyers, or customers, can be found in a Spanish-speaking country.

As a Spanish speaker myself, I can confirm that the localization of new campaigns in new markets has proven successful in my business strategy.