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TL;DR

Scaled brands should be testing additional languages where it makes sense. Increase reach & highly incremental.

The U.S. is full of Spanish speakers. 15% of the U.S. are native Spanish speakers. Tap into that and “localize” your ads to:

• Native Spanish language
• Native Spanish creators
• Native Spanish landing pages

Vamos!

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The Explanation

Here's an opportunity that 99% of DTC brands are completely sleeping on: Spanish language campaigns targeting the massive Spanish-speaking population right here in the U.S.

This isn't about half-measures like slapping Spanish text on English creative. We're talking about building a complete Spanish language funnel that can drive genuinely incremental growth.

https://x.com/MaxLanglois3/status/1900191606650921442

How To Set It Up

• Create authentic UGC content with native Spanish speakers (not Google Translate)
• Develop Spanish headlines and ad copy that resonates culturally, not just linguistically
• Build dedicated Spanish landing pages with proper translation and cultural nuances
• Set up separate campaign structures to properly track and scale this segment

What We've Seen Across Ad Accounts

The results here are honestly mind-blowing.

For one of our brands (Dose):

• 50% lower cost per new visitor vs our English campaign average
• 96.8% new visitor percentage (accounts for most scaled brands nowadays sits around 70%)
• Nearly perfect incrementality since these customers weren't being reached by our English ads