Hispanic Heritage Month begins September 15 and recognizes the contributions of the Hispanic and Latinx communities to the history, culture, and achievements of the United States.
And as Hispanic Heritage Month gets better known, your support on social media can help further raise awareness.
Not sure where to start? Don’t worry, we have five ways to support Hispanic Heritage Month on social media for 2021 and beyond.
Table of contents:
Why Brands Should Support Hispanic Heritage Month
Corresponding a study of nobles, 80% of consumers believe that businesses have a role to play in solving societal problems.
Discussions about diversity and inclusion are rife on social media and the brands that do not take actionable steps to improve and support these initiatives are being noted.
While you never have to wait for a special month to get involved, using Hispanic Heritage Month as an opportunity to educate yourself and promote social responsibility is a great first step.
Hispanic Heritage Month, however, should focus on influential real change and go beyond just “ticking a box”.
Help in building a more inclusive marketing strategy, check out our LaterCon session with strategist Sonia Thompson.
Hispanic Heritage Month: A Brief History Lesson
Hispanic Heritage Month celebrates the independence anniversaries of Latin American countries, including Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua.
It also recognizes Independence Day for Mexico on September 16, Chile on September 18, and Belize on September 21.
It is important to note, however, that Hispanic Heritage Month has been criticized for the underrepresentation of black and indigenous voices.
Case in point: the extinction of Afro-Latinos in the film adaptation of “In the Heights,” as explained by the creator Jay Salazar:
@ thejaysalazar # intheheights #intheheightsmovie #pacienciayfe #representation #afrolatina #afrolatinx #blm # ablm ♬ Original sound – Jay Salazar
When celebrating Hispanic Heritage Month on social media, it is important to recognize black and indigenous communities and their contribution to the cultural realm of Hispanic and Latin American culture today.
What is the difference between Hispanic and Latino, Latine or Latinx?
The language is constantly evolving and the term Hispanic is used to describe many groups of people. However, here is a breakdown of the individual preferences to consider:
- Spanish refers to Spain or Spanish speaking countries. The word first became widely used through its use in the 1970 US Census. It usually classifies people by language.
- Latinx and Latine are gender-neutral forms of the word Latino or Latina and refer to the geographical location of a person’s country of origin or their ancestors, typically with cultural ties to Latin America.
Would you like to know more? This short video covers all the details:
Hispanic Heritage Month encompasses many different communities, which makes it a huge task to respectfully honor and support it as a brand.
Even so, it is important to understand the nuances of these terms in order to appear thoughtful.
How Brands Can Support Hispanic Heritage Month on Social Media
Here are five ways you can support Hispanic Heritage Month on social media:
- Plan ahead and research
- Let your audience know
- Support Hispanic and Latinx companies and / or nonprofits
- Boost Hispanic and Latinx creatives
- Lawyer for Change
# 1: plan ahead and research
Before starting any content on social media for Hispanic Heritage Month, make sure you (and your team) learn about the history and community.
Here are a few educational resources to use as a starting point:
# 2: educate your audience
Well-done, well-researched posts will go a long way in building trust between you and your followers – especially if this is your first time sponsoring Hispanic Heritage Month.
Look at how @librosconleet shares her personal journey of reading Hispanic and Latin American literature and recommends two non-fiction books to her community:
Fashion photographer and graphic artist, Valheria Rocha, created a collage of Walter Mercado – a Puerto Rican astrologer and television personality – and reflected on the Netflix documentary. Mucho Mucho Cupidbased on Walter’s life:
By creating a graphic herself, Valheria is promoting her brand while sharing the importance of learning about Hispanic and Latin American queer leaders.
TOP: Avoid making sweeping statements about allies. Focus on allocating resources and using your platform to amplify Hispanic and Latinx voices.
# 3: Support Hispanic and Latinx businesses and / or nonprofits
Creating a resource or infographic of the companies and creators you support during Hispanic Heritage Month is a great asset to share with your followers.
Here is a great example of @weallgrowlatina who created a carousel post highlighting femme latinx bars to visit:
The result? Lots of engagement with over 7,000 likes and hundreds of comments.
Another great example is Pelotons “Strong Voices” 2020 Campaign.
In addition to donating to the Hispanic Scholarship Fund, the fitness company has a partnership with Momento Latino – a coalition of activists working for systematic change – highlighting staff and members of the Hispanic and Lantinx communities.
Partnering with a nonprofit or coalition is a great way to support the community and pass the microphone on.
# 4: Empower Hispanic and Latinx Creatives
Social media enables creatives to share their content and messages with the masses.
And if you want to support Hispanic Heritage Month on social media this year, use your platform to amplify or showcase their voices.
It can be as simple as a series on Instagram stories the spotlight of talented Latinx painters, a carousel collection of your favorite content creators, or an IGTV series featuring Latinx creatives.
Take Mari off @latinxmktgwho interviews various doers and entrepreneurs, such as the social media manager of @shoplatinx:
You could even work with an artist to create content that both reinforces their work and educates your community:
TOP: If you want to republish work, remember to always ask for permission before sharing it on your platforms (and clearly highlighting it!).
# 5: advocate for change
If you are interested in attending Hispanic Heritage Month, be ready to act.
The work has to come primarily from your brand internally in order to sustain relationships with your audience externally.
Whether that means continuing education, soliciting action from your government agency, donating to nonprofits, or reviewing your marketing efforts to make sure they represent the different communities you serve, allyship is a 24/7 gig.
Remember, your efforts to promote and celebrate Hispanic Heritage Month on social media shouldn’t end with a calendar month.
Use this as your starting point for putting the spotlight on Hispanic and Latin American communities every day of the year!
For your information: keep up with our. the overview of important social media holidays in 2021 free downloadable calendar: