Marketing

How to Support Hispanic Heritage Month on Social Media


By Leslie Gamboni

Published August 24, 2021

7 minute read

While Hispanic Heritage Month is becoming more well-known, showing your support on social media can help raise further awareness.

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Hispanic Heritage Month kicks off on September 15th, and recognizes the contributions made by the Hispanic and Latinx community to the history, culture, and achievements of the United States.

And while Hispanic Heritage Month is becoming more well-known, showing your support on social media can help raise further awareness.

Not sure where to start? Don’t worry, we’ve got you covered with five ways to support Hispanic Heritage Month on social media in 2021 and beyond.

Table of Contents:

  • Why Brands Should Support Hispanic Heritage Month

  • Hispanic Heritage Month: A Brief History Lesson

  • The Difference Between Hispanic and Latino, Latine, or Latinx

  • How Brands Can Support Hispanic Heritage Month on Social Media

Why Brands Should Support Hispanic Heritage Month

According to a study by Edelmen, 80% of consumers believe that businesses must play a role in addressing societal issues.

Discussions around diversity and inclusion are prevalent on social media, and the brands that aren’t taking actionable steps to improve and support these initiatives are being noted.

While you never need to wait for a dedicated month to get involved, using Hispanic Heritage Month as an opportunity to get educated and encourage social responsibility is a great first step.

However, embracing Hispanic Heritage Month should focus on impacting real change and go beyond just “checking a box.”

For help building a more inclusive marketing strategy, watch our LaterCon session with strategist Sonia Thompson.

Hispanic Heritage Month: A Brief History Lesson

Hispanic Heritage Month celebrates the anniversaries of independence for Latin American countries, including Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua.

It also recognizes Mexico’s independence day on September 16th, Chile’s on September 18th, and Belize’s on September 21st.

But it’s important to note that Hispanic Heritage Month has been on the receiving end of criticism for the underrepresentation of Black and Indigenous voices.

Case in point: the erasure of Afro-Latinos in the movie adaptation of “In the Heights,” as explained by creator Jay Salazar:

When celebrating Hispanic Heritage Month on social media, it’s key to acknowledge Black and Indigenous communities and their contribution to the cultural sphere of what Hispanic and Latinx culture is today.

What’s the Difference Between Hispanic and Latino, Latine, or Latinx?

Language is ever-evolving and the term Hispanic is used to describe many groups of people. That said, here’s is a breakdown of individual preferences to consider:

  • Hispanic is defined as relating to Spain, or Spanish-speaking countries. The word was first widely popularized through its use in the U.S. Census of 1970. It typically classifies people based on language.

  • Latinx and Latine are gender-neutral forms of the word Latino or Latina and refers to the geographical location of a person’s country of origin or their ancestors, typically with cultural ties to Latin America.

Want to know more? This quick video covers all the details:

Hispanic Heritage Month encompasses many different communities, making it a big task when choosing how to respectfully honor and support it as a brand.

Nevertheless, it’s important to understand the nuances of these terms in order to thoughtfully show up.

How Brands Can Support Hispanic Heritage Month on Social Media

Here are five ways you can support Hispanic Heritage Month on social media:

  1. Plan Ahead and Research

  2. Educate Your Audience

  3. Support Hispanic and Latinx Businesses and/or Nonprofits

  4. Amplify Hispanic and Latinx Creatives

  5. Advocate for Change

#1: Plan Ahead and Research

Before you jump into creating content for Hispanic Heritage Month on social media, spend time educating yourself (and your team) on its history and the community.

Here are a few educational resources to reference as a starting point:

Listen

Read

Watch

#2: Educate Your Audience

Well-crafted, well-researched posts will go a long way in building trust between you and your followers — especially if this is your first time supporting Hispanic Heritage Month.

Take a look at how @librosconleet shares her personal journey reading Hispanic and Latinx literature and recommends two nonfiction books to her community:

Fashion photographer and graphic artist, Valheria Rocha, crafted a collage of Walter Mercado — a Puerto Rican astrologer and TV personality — and reflected on the Netflix documentary, Mucho Mucho Amor, which is based on Walter’s life:

By creating a graphic herself, Valheria promotes her brand while also sharing the importance of learning about Hispanic and Latinx Queer leaders.

TIP: Steer clear of sweeping statements of allyship. Focus on providing 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 businesses and creators you are supporting during Hispanic Heritage Month is a great asset to share with your followers.

Here’s an excellent example from @weallgrowlatina who created a carousel post highlighting femme-Latinx bars to visit:

The result? Tons of engagement with over 7K likes and hundreds of comments.

Another great example is Peloton’s 2020 “Strong Voices” campaign.

In addition to donating to the Hispanic Scholarship fund, the fitness company partnered with Momento Latino — a coalition of activists working for systematic change — and highlighted employees and members of the Hispanic and Lantinx community.

Partnering with a nonprofit or coalition is a great way to support the community and pass the mic.

#4: Amplify Hispanic and Latinx Creatives

Social media lets creatives share their content and message to the masses.

And if you want to support Hispanic Heritage Month on social media this year, consider using your platform to amplify or feature their voices.

It can be as simple as a series on Instagram Stories spotlighting talented Latinx painters, a carousel collection of your favorite content creators, or an IGTV series that includes Latinx creatives.

Take Mari of @latinxmktg, who interviews various creators and entrepreneurs like the social media manager of @shoplatinx:

You could even collaborate with an artist to create content that both amplifies their work and educates your community:

TIP: If you’d like to repost work, remember to always ask for permission before sharing on your platforms (and clearly credit them!).

#5: Advocate for Change

If you want to take part in Hispanic Heritage Month, be prepared to act.

The work has to come first and foremost from your brand internally in order to sustainably nurture relationships with your audience externally.

Whether that means continued self-education, calling for action from your government body, donating to nonprofit organizations, or auditing your marketing efforts to make sure they represent the diverse communities you serve — allyship is a 24/7 gig.

Just remember that your efforts to uplift and celebrate Hispanic Heritage Month on social media shouldn’t end with a calendar month.

Think of this as your jumping point into shining light on Hispanic and Latinx communities every day of the year!

FYI: Keep track of important social media holidays in 2021 with our free downloadable calendar:

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