The Power of Hispanic Content

June 17, 2015
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Written by Vanessa Castaños

It’s no secret that the US Hispanic market is growing by leaps and bounds. But did you know that the average Hispanic spends more than eight hours watching online video each month? According to a Nielsen report, we consume online content for 90 minutes longer than the U.S. average. If you’re in the business of making YouTube videos, this translates to huge potential for your channel.

Although a high percentage of US Hispanics are acculturated, meaning they speak English, they consume media in both languages. According to a study from the Pew Hispanic Center, 82% of Latino adults in the U.S. speak Spanish, and a whopping 95% believe it’s important for future generations to continue to do so. If you start creating in-language content now, you’ll not only be able to reach an existing audience, but also continue to build your following well into the future.

I recently attended a conference where I had the opportunity to talk to industry leaders about this very topic and the biggest takeaway that I got was: translating your content is not enough. When targeting the Latino consumer, it’s important to note that authenticity and cultural relevance is what’s going to drive views. Simply using an online translator and placing in-language captions in your video may yield clicks via a search, but it also has the potential to backfire. If you have the language skills or access to a Spanish language editor, it is best to create original in-language content, taking into consideration the nuances and language habits of your audience. And by creating original Spanish language content, you also open yourself up to the possibility of reaching an international audience, with Spanish speakers from other countries finding your channel via their in-language search options.

If you’re still hesitant about taking the leap and creating Spanish language content for your channel, take note that YouTube views of top U.S. Hispanic channels are up 1.25x year over year*

Do you already create Spanish language videos? Tweet me a link to your best: @vianessa

About the Author: Vianessa is a YouTube content producer, freelance writer and professional actress. She’s been a contributor to numerous blogs and has worked on countless influencer campaigns over the past several years. Always eager to make others laugh, when she’s not on set or writing, she can be found on Twitter or Instagram.

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