From consumers to creators
Hispanic audiences are not just consuming digital content, they are curating, shaping and monetizing it, building their own ecosystems across social, streaming and creator platforms.
Driven in part by a lack of representation in legacy content, Hispanic audiences moved away from traditional network TV earlier than most and built creator-led ecosystems in its place. What is now a national trend originated with this audience. They are active curators, not passive users, choosing who to follow, watch and engage with.
The commercial loop closes fast: 51% of Hispanic adults say they frequently buy products they see advertised on social media, and 35% say shoppable ads are interesting and make shopping more convenient. Creator influence is narrower: 15% of Hispanic women say they regularly buy products based on influencer recommendations. Meanwhile 56% wish they saw more representation while scrolling social media, rising to 63% among Spanish-speaking Hispanics, which keeps fueling self-expression and content creation.
The creation tools tell the same story from the supply side: Hispanics are 115% more likely than the total U.S. to use the video editor CapCut and 80% more likely to use Linktree. The guide’s recommendation for brands is to build with creators, not just media plans: partner with the people this audience already trusts and turn influence into action.
Put this market intelligence to work.
Chamber members reach the businesses, media partners and civic leaders acting on these numbers across the Bay Area.
