{
    "version" : "https://jsonfeed.org/version/1",
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    "type" : "single",
    "title" : "Are Videos in Spanish the Way To Go? |Digital.gov",
    "description": "Are Videos in Spanish the Way To Go?",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/09/15/are-videos-in-spanish-the-way-to-go/index.json","item" : [
    {"title" :"Are Videos in Spanish the Way To Go?","summary" : "The answer may surprise you. It takes time, resources and actual money. Why prepare a video for something that can be written about and released in","date" : "2015-09-15T13:15:06-04:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"edgardo-morales" : "Edgardo Morales"},"topics" : {
        
            "multilingual" : "Multilingual",
            "multimedia" : "Multimedia"
            },"branch" : "bc-archive-content-3",
      "filename" :"2015-09-15-are-videos-in-spanish-the-way-to-go.md",
      
      "filepath" :"news/2015/09/2015-09-15-are-videos-in-spanish-the-way-to-go.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2015/09/2015-09-15-are-videos-in-spanish-the-way-to-go.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2015/09/2015-09-15-are-videos-in-spanish-the-way-to-go.md","slug" : "are-videos-in-spanish-the-way-to-go","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/09/15/are-videos-in-spanish-the-way-to-go/","content" :"\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2014/12/600-x-336-Nunca-Mas-Lourdes-y-Sonia.jpg\"\n    alt=\"Screen capture of a scene from the four-part telenovela series _¡Nunca Más!_ developed by the Office of Women’s Health in the Food and Drug Administration\"/\u003e\u003c/div\u003e\n\n\n\u003cp\u003eThe answer may surprise you. It takes time, resources and actual money. Why prepare a video for something that can be written about and released in a shorter timespan at a much lower cost? This question is now the new normal. But are we asking the right question? Consider if the engagement seen on \u003ca href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/2014/12/05/promoting-womens-health-through-dynamic-multilingual-content/\"\u003eSpanish video content\u003c/a\u003e has a bigger payoff than its English counterpart.\u003c/p\u003e\n\u003cp\u003eAccording to a Nielsen \u003ca href=\"http://www.nielsen.com/us/en/insights/news/2014/digital-es-universal-how-us-hispanics-are-driving-growth-in-digital.html\"\u003ereport\u003c/a\u003e, the average Hispanic spends more than eight hours viewing online videos every month. That is 1.5 hours more than the U.S. average. Despite having a smaller audience, the engagement on Spanish videos is greater than that of its counterparts. Spanish video content simply seems to “stick” better.\u003c/p\u003e\n\u003cp\u003eThis is something we’ve seen firsthand at USA.gov. Across all social media, the \u003ca href=\"https://www.usa.gov/espanol/\"\u003eUSAGov en Español\u003c/a\u003e (\u003cem\u003eformerly known as GobiernoUSA.gov\u003c/em\u003e) audience is smaller than that of its sister site, \u003ca href=\"https://www.usa.gov/\"\u003eUSAGov\u003c/a\u003e. The English channels are larger on Facebook, Twitter, and YouTube. Yet, when it comes to video viewership, \u003ca href=\"https://www.youtube.com/user/GobiernoUSA\"\u003eUSAGov en Español’s YouTube channel\u003c/a\u003e is much higher despite having less subscribers.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2015/09/600-x-175-cropped-GobiernoUSA-YouTube-channel-banner.jpg\"\n    alt=\"The old Gobierno U.S.A YouTube banner\"/\u003e\u003cp\u003eThe old GobiernoUSA YouTube banner\u003c/p\u003e\u003c/div\u003e\n\n\n\u003cp\u003eIn fact, over the last year (August 2014 – August 2015) \u003ca href=\"https://www.youtube.com/user/USGovernment\"\u003eUSA.gov’s YouTube channel\u003c/a\u003e has gotten over 45,000 views with an estimated 59,000 minutes watched. On the other hand, USAGov en Español’s YouTube channel received more than 221,000 views with over 375,000 minutes watched during the same period. Even though USAGov en Español published one new video and streamed one event compared to USA.gov’s five videos and two streamed events, the content in Spanish went much farther. The hungry audience for Spanish-language video material will not be ignored anymore.\u003c/p\u003e\n\u003cp\u003eWe can see it in the corporate world, as more and more retailers are creating Spanish video content that goes beyond a 30-second ad during a commercial break. YouTube channels play a bigger role than ever, as viewership moves from the TV to the computer. The next years could show a shift to video content as creators realize that this could be the key for the Spanish markets. We could be on the verge of seeing a shift to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eVertical video content—if everyone watches videos on their phones or tablets, why not?\u003c/li\u003e\n\u003cli\u003eIntegrated messages on a single platform—get everything by clicking on a video.\u003c/li\u003e\n\u003cli\u003eCross brand Hispanic targeted campaigns, with some serious punditry. (ie. phone and insurance companies)\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"a-final-thought\"\u003eA Final Thought\u003c/h2\u003e\n\u003cp\u003eIn most cases, the content in English is the bread and butter of a platform and Spanish takes a second seat since it serves a smaller audience. But statistics show that even if the raw numbers are lower, Hispanics place more importance and time on video resources, giving content in Spanish a higher penetration rate. This is not to discourage English video content, but perhaps your agency should give serious thought to incorporating video content in Spanish related to your mission. Even Netflix has rolled out two productions for Spanish audiences this year. The trend suggests we could be headed to the \u003ca href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/2014/09/30/trends-on-tuesday-meet-the-mobile-power-users/\"\u003egolden age of video content in Spanish\u003c/a\u003e, and we cannot afford to be caught off guard.\u003c/p\u003e\n"}
  ]
}