Back in November of 2013, they introduced the U.S. Hispanic affinity segment,spearheaded by Christian Martinez, Head of Sales U.S. Hispanic at Facebook. The segment has since given marketers the ability to reach more than 23 million people in the states who are interested in Latino content. It has never been easier for advertisers with Latino marketing efforts! We are now capable of delivering better content that resonates with our audiences because delivery is now being done in the languages that matters to our fans.
Facebook further announced their findings these new efforts can help marketers create more effective campaigns. By working with a national CPG (consumer packaged goods) brand, they tested three Spanish and three English posts against each language segment over a six-week period. The company was able to reach 2.8 million women between the ages of 25 and 49, delivering 99 percent of impressions on mobile. Compared to its general marketing efforts, the Spanish-dominant and bilingual targets helped the company see up to 40 percent increases in engagement!
As of yesterday, the language-based targeting segments have been made available to U.S. marketers via Facebooks ads interfaces and API.
To try them out, look under More Demographics → Ethnic Affinity. Then select your segment!