What Nonprofits Must Know About Hispanics: Insights from Google

Google is ingrained in daily life for many of us. The company’s fleet of services from its search engine to email to maps are visible everywhere. Of course, with such widespread usage, the company also accumulates massive amounts of information about its customers. So it’s no surprise that Google has valuable insights to offer about nonprofits and Hispanic audiences. In an interview with Kerux Group, Sarah Carberry, Head of Multicultural Strategy & Sales for Google, broke down some of the company’s most essential insights on this demographic’s importance.

Big data and cultural trends

Right away, Sarah’s first observation was growth. Recently, Google has watched Spanish language content increase by 50 percent, year after year. The company has also noticed extensive bilingual viewership; within the same web-surfing session, many Hispanics will switch back and forth between English and Spanish content.

“It just depends on what their needs are in that moment and who that best influencer is, that best content source is,” Sarah said.

Finally, Google has seen a rising trend of self-identification. While searching for topics ranging from dating to cooking to jobs, many Hispanics are adding their ethnicity as an additional layer of information.

“The consumer is saying, ‘This is important to me. I’m telling you I am Latina or Latino, so I’m adding that to my search,’” Sarah said.

A trend for nonprofits

Sarah also reported a broader trend relevant to nonprofits and ministries: YouTube channels focused on ‘cause-related’ content have recently seen 200 percent growth, year after year. Audiences are congregating online around social causes.

What your organization can do

So how can you use Google’s bird’s eye perspective to make meaningful connections with Hispanics? Sarah recommended communicating not only via Spanish-language content, but via in-culture content. When seeking investment in your mission, it pays to demonstrate specific cultural understanding.

At Kerux Group, we don’t stop at speaking Spanish. We come alongside your organization as linguistic and cultural experts. We want to help you introduce your cause to a generous, socially minded group of people, and we bring the knowledge and experience necessary for that to happen.

Google and other information giants provide invaluable marketing data, but combining trends and numbers with cultural insight is harder to find. Contact Kerux today to find out how you can tailor your message to speak to the hearts of Hispanics!