Univision's Gangbuster 2019 Is a Portent of Things to Come

It39s a pretty great number amp8212 especially when you see what39s happening in the rest of digital media What39s perhaps most interesting about this growth is the way Univision has accomplished it Instead of relying on other platforms for distribution the company has worked to build audience on its own turfUnivision has been the leader in creating content for the soontobe largest minority in America and Deen shares that the growth in 2019 quotwas driven by our fundamental mission to inform entertain and empower our audiences across multiply platforms by delivering highquality content in new and innovative formats with an emphasis on an improved user experiencequotAnd whereas most publishers are abandoning local news Univision is embracing it on both linear and digital There perhaps has never been a more essential time in America to expand Spanishlanguage news quotPolitics immigration amp8212 issues that Univision stands out on as a real voice and authority amp8212 we deliver news that informs our audience and that we can deliver nationally and in local communitiesquot says DeenUnivision Digital Local has expanded its team with more than 20 journalists covering local markets and just as crucially created local sites and apps for those markets This strategy is what Deen calls quotthe intersection of product and technologyquot The product is the editorial the tech is the way it39s distributed And after doing that making sure that there39s an editorial strategy in place that effectively informs both a broader and more local audienceThe same rings true for the entertainment and sports verticals both passion points for Hispanic audiences Led by a talented team of journalists success and growth for each means building deeper and more meaningful connections with its audience on owned and operated platforms and on social platforms As a top celebrity news platform Digital Entertainment leverages celebrity news in a more integral manner developing several original digital series that translated to a loyal fan base and continued growth Sports destination site TUDNcom engages audiences with social content that ultimately connects an effective secondscreen experienceDeen also spearheads the Univision Creator Network Univision39s inhouse network and creative studio for digital creators which delivered over 1 billion US YouTube views in 2019 and is focused on connecting multicultural content to a younger Hispanic audienceDistribution is a challenge for all publishers in this age of social media Deen is well aware of the promise of social platforms and how a measured approach is more effective quotTwitter is a big platform for usquot he says quotIt39s a natural companion to a TV experience and it39s important to us both as an audience partner and an ad sales partnerquot He points out that Jorge Ramos used Twitter to first alert the world that he and his crew were being detained by the Venezuelan government amp8212 a crucial storyUnivision39s audience lives on Facebook and Instagram as these two platforms are where the brand holds its biggest following and has grown its audience the most respectively in 2019 Through these platforms the network connects its viewers with its iconic shows prime time programming and tentpole eventsAnd though Univision39s partnership with Twitter has been fruitful for both entities Deen says that there are plenty of cautionary tales about what happens to digital media companies that grow too dependent on one social platform for audience the most common Whenever that platform changes what and how its users see content publishers suffer The smart strategy is to be where your audience is but also to cultivate them on owned and operated platformsquotWe have developed a strong connection with our audience on our platforms which in turn has created great opportunities to scale our video business for our ad partnersquot Deen saysLongform video will continue to be a key priority for the Univision in 2020 as well as continuing to create compelling and engaging content for its audience across all its verticals And with the 2020 election heating up there will be a special emphasis on local and national newsquotWe39ve always been the leader in the creation of content in ways you can quantify and in ways you can39tquot Deen says quotWe intend to not only maintain but also extend that leadershipquotPhoto credit Univision CommunicationsDon39t stop now Read more from Univision InSites on its diverse media portfolio and audience preferences and viewing habitsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Univision's Gangbuster 2019 Is a Portent of Things to Come

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Oriana Schwindt

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Univision's Gangbuster 2019 Is a Portent of Things to Come

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