Article originally published in Orlando Business Journal.

America is in the midst of a demographic revolution. According to the latest census, more than 40% of consumers in America are multicultural. And that number is growing rapidly.

As the population shifts toward new majorities, there has never been a more significant time for the Hispanic community. It is estimated that Hispanics will contribute more growth than any other population segment. For the next 40 years, Hispanics, the largest minority population in the U.S., will be the primary contributors to total U.S. population growth. A Nielsen report states that Hispanics will comprise 53% of the growth in just the next five years and 68% of the growth to 2060.

This should be a big wake-up call to all businesses. If your marketing team starts implementing strategies now to engage with Hispanic markets, you will increase revenue and market share exponentially through this demographic transformation.

Social media has revolutionized the way businesses connect with their target audiences. To tap into the vast potential of the Hispanic market, it is crucial to understand their preferences, cultural nuances and online behavior. Never rely on straight translations.

According to a report by the Pew Research Center, 71% of Hispanic adults in the U.S. who use social media say that they use it to connect with friends and family, compared with 63% of Caucasian adults and 60% of African-American adults. The top three platforms used by Hispanics are Facebook, YouTube and Instagram.

To gain the loyalty of the Hispanic community, begin with these effective strategies for leveraging social media:

1. Implement bilingual communication: Given the linguistic diversity within the Hispanic community, it is important to adopt a bilingual approach to your social media content. This allows you to engage both English- and Spanish-speaking audiences. Create content that culturally engages with both groups and use talent or actual consumers who are part of their communities.
2. Embrace cultural relevance: To truly connect with the Hispanic market, incorporate cultural relevance into your social media strategy. Celebrate key cultural events such as Hispanic Heritage Month and others. Craft content that highlights traditions, values and customs. Incorporate storytelling techniques that showcase authentic experiences and promote inclusivity. By demonstrating cultural awareness and sensitivity, you can develop stronger connections and build trust within the Hispanic community.
3. Leverage influencer marketing: This has proven to be a highly effective strategy for reaching the Hispanic market. Partner with influencers who have a strong following within the Hispanic community and who align with your brand values. Collaborate on content creation, allowing influencers to showcase your products or services while authentically connecting with their audience. By leveraging the trust and influence of these individuals, you can amplify your reach and generate genuine engagement.

Effectively using social media to reach the Hispanic market requires a deep understanding of their preferences and cultural nuances. By adopting a bilingual approach, embracing cultural relevance, leveraging influencers, and tailoring content formats, businesses can develop meaningful connections, drive engagement and tap into the immense potential of the Hispanic community.

Remember, it is not a matter of when or if you should engage with this audience. It is becoming a necessity for businesses to succeed and flourish.