It seems that nowadays all the work is done in English and for English-speaking cultures. However, great ideas can appear anywhere. Cathy Hackl and Kim Garst seem to have a solution to the “consultancy gap” for Hispanic brands. The idea behind the collaboration is the following: to help Hispanic entrepreneurs to attract Spanish-speaking audiences.


Why is it even an issue?

From the task mentioned above, one of the ways to attract the audience is to adapt the content. That’s why Boom! Social (Kim Garst’s content marketing agency) has decided to broaden its expertise to Hispanic brands. One can wonder what is special about Hispanic-oriented content and why any brand should bother itself with it.

The answer lays in the common sense. Hispanic audience needs to be targeted thoroughly as it’s the second major language and culture in the world. It is especially important for the US to adapt the content due to the geographical proximity of Spanish-speaking countries. As loads of content are created in English and for English-speaking audience (and English is not even the first language by number of native speakers), other nationalities may feel neglected. It is particularly unfair for high-potential markets. Thus, helping Hispanic entrepreneurs to manage their content strategies, Boom! Social has filled the niche of intercultural content help.

Hispanic Population. USA


What’s done to make non-English entrepreneurs feel more confident?

To acknowledge the importance of the project, one should bring another example to the table. As Garst and Hackl’s firm helps Hispanic entrepreneurs to reach the potential consumers in the US, Parallel18 faces another challenge. The project turns to Puerto Rican startups. The main idea is to use the location strategically while helping tech starups to network with Silicon Valley. This intermediary work ensures future revenues flow and positive outcome for the whole country. To sum up, it’s obvious that Hispanic culture is willing to collaborate with others to share their invaluable business ideas.

When this example of business assistance has rather meet-and-greet concept, Boom! Social’s project deals with content creation. The program itself helps to produce virtual reality and 360-degree videos targeted at Hispanic audience. We have already written about both, but in political or practical contexts. When it comes to business, something substantially changes. It’s not about who produces the video or influence, but what impact it may have.

Bearing in mind that this is rather new type of content, some groups of audience look neglected. It is wrong to think that Hispanic audience is completely different from the English-speaking one, however, personalised approach is still crucial at some point. You actually can go wrong with the content, so you need to adapt VR according to cultural values and specificities. That is exactly what Garst and Hackl are going to teach the entrepreneurs to do.


Cathy Hackl And Kim Garst Help American Business


What does this project mean for business and content?

As one of the results, this project brings the issue of diversity once again. Lack of minority business support costs the USA $300 billion. The effectiveness of racially and ethnically diverse companies is 53% higher than white-male ones. Silicon Valley, being accused of diversity lack, has introduced the budget quota to change the workplace situation. For example, in 2015 Google spent $150 million, Intel – $300 million and Apple $50 million on diversity incorporation. It is not only unethical and morally unacceptable to follow the racial bias, but leads the business to creativity regression.

Following from the lack of diversity in business, there is lack of opinions too. Historical and cultural experiences of business minorities may be the crucial missing element when making effective and engaging content. When the majority writes the story, it is easy to overlook another perspective, and as a result loose potential customers.

Helping Hispanic entrepreneurs to develop in the United States means something more than filling the quota. Hackl and Garst integrate another worldview into business and content creation, acknowledging the heterogeneity of the US population. Listening to everyone and representing any ethnicity means the democracy and equal opportunities States promote.

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