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September 22, 2021
9/22/2021

What Hispanic Heritage Month Means to Snapchatters

As Snapchatters reflect on their roots and celebrate their communities, they want brands to grow with them and take authentic action.
September 15th marked the beginning of Hispanic Heritage Month, a special time to recognize the history, culture, and contributions of Hispanic and Latinx communities in the United States. The celebration kicks off in the middle of the month to correspond with the independence dates of countries like Costa Rica, El Salvador, Guatemala, Nicaragua, Mexico, and Chile, and carries on through mid-October. 
We surveyed Snapchatters to find out how they plan to recognize Hispanic Heritage Month and what commitments they’re seeking from brands. For Snapchatters, observing Hispanic Heritage Month is more than an opportunity for festivities — it’s also a step toward equality and representation.  
Snapchatters plan to celebrate in-person and online
The Snapchat Generation is distinctly diverse and socially conscious, making this month an especially important time for our community. As a particularly inclusive group, nearly 3 in 4 Snapchatters like to be surrounded by different people, cultures, ideas, and lifestyles.1 And in the U.S., Snapchatters are 3x more likely to be Hispanic or Latinx than older generations.2 
So it should come as no surprise that many Snapchatters — nearly half of those surveyed — plan to observe Hispanic Heritage Month.3 Aside from festivities like family get-togethers and savory feasts, this month is also a time for learning, reflection, and action. Among Snapchatters who are observing the month, 45% intend to support Hispanic and Latinx-owned businesses, and 38% want to learn more about Hispanic and Latinx heritage.4
Many of their plans involve family, community, and social platforms like Snapchat. In fact, more than half of Snapchatters agree that the app allows them to express themselves and celebrate their culture and heritage.5 Of the Snapchatters observing Hispanic Heritage Month, 56% plan to watch Hispanic and Latinx content in Stories and 43% plan to use Snap Map to see activities and events nearby. Likewise, 46% plan to send Snaps with Filters and Lenses, including the special Hispanic Heritage Month Lens.6
Snapchatters want brands to amplify Hispanic and Latinx voices
When it comes to diversity, Snapchatters want to see brands commit to taking meaningful action. Nearly 60% of Snapchatters think it’s important for brands to recognize Hispanic Heritage Month,7 but it’s not enough for brands to engage for one month only. Snapchatters value long-term action.
In order to connect with Snapchatters, brands should create content that reflects the diversity of Hispanic and Latinx communities year-round. More than half of Snapchatters want brands to avoid stereotypes and cultural appropriation, indicating a need for brands to carefully consider the content they share or promote. Snapchatters also value brands that are willing to take a stand and use their platforms for good, with 43% looking for brands to amplify Hispanic and Latinx voices and initiatives.8  
From Story Ads that spotlight the achievements of the Hispanic and Latinx community to Lenses and Filters with creative themes, brands can drive awareness and help Snapchatters show off their history and culture during Hispanic Heritage Month and beyond.

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1GWI Q2019-Q1 2020, United States. Q: “I like to be surrounded by different people, cultures, ideas and lifestyles.”
22021 Global Cassandra Study commissioned by Snap Inc. | Base: Total US N=2,250 respondents | Q: How much do you agree or disagree that the below statements apply to you and your friends?
3Snap Inc. survey of US Snapchat users July 17 - 21, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "September 15th marks the beginning of National Hispanic Heritage Month in the US. How are you planning to celebrate or observe the occasion?"; 599 respondents
4Snap Inc. survey of US Snapchat users July 17 - 21, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "September 15th marks the beginning of National Hispanic Heritage Month in the US. How are you planning to celebrate or observe the occasion?"; 599 respondents (excluding Snapchatters who don’t plan to celebrate)
5Snap Inc. survey of US Snapchat users July 17 - 21, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How much do you agree or disagree with this statement: Snapchat allows me to express myself and celebrate my culture and heritage."; 526 respondents
6Snap Inc. survey of US Snapchat users July 17 - 21, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How do you plan on using Snapchat to observe or celebrate Hispanic Heritage Month (HHM)?"; 533 respondents (excluding Snapchatters who don’t plan to celebrate)
7Snap Inc. survey of US Snapchat users July 17 - 21, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Do you think it’s important for brands to recognize Hispanic Heritage Month?"; 586 respondents
8Snap Inc. survey of US Snapchat users July 17 - 21, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How can brands engage effectively and authentically during Hispanic Heritage Month and beyond?"; 499 respondents
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