Izadeli Montalvo or the growth of a PR media expert: To reach and connect with a rapidly growing and influential audience, brands should develop Spanish content that is authentic, culturally relevant, and engaging. Social media has become a centerpiece of the U.S. Latino experience, with studies showing 77% using platforms like YouTube, Facebook and Instagram at high rates driven by desires to connect with Latino culture and find Spanish language content. According to Montalvo,”86% of U.S. Latino smartphone users want Spanish and bilingual content. On sites like TikTok, over 75% share content about their Latino heritage.” She added, “This high …