Last summer, Kids.Gov revamped its presence on Pinterest in an attempt to find new ways to connect with its followers. The Marketing Team set out to learn more about our audiences and the kind of content they like. Despite being a difficult platform to navigate, we set lofty goals for ourselves and developed a timely strategy to pin every day. A year in… Twelve months later, our metrics are up and we correctly calculated that a shift to educational content would be key.
Hispanics are one of fastest growing demographics in the U.S. But like any demographic, there are important nuances to consider when connecting with this audience. Insight into your audience’s motivations, behavior and preferences is key for anyone trying to engage with the public. We know every day that more and more Hispanics are on social media, but on which platforms?, Where are they participating? And more importantly, in what language?
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 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 Spanish video content has a bigger payoff than its English counterpart. According to a Nielsen report, the average Hispanic spends more than eight hours viewing online videos every month.
Twenty years ago, the chances of watching an NBA game with commentary in a language other than English were small. Today, the NBA transmits games in 47 languages to 215 countries across the world. This is a perfect example of how organizations have evolved over time to meet the demands of their audiences. Evidence like this is the reason many government agencies have launched social media accounts and other digital content dedicated to a Spanish-speaking audience.
While Facebook and Twitter are the most popular social media platforms (according to some rankings), your agency can and should evaluate the benefits of platforms like Pinterest, which have seen major growth in users and activity. In the last six months of 2014, Pinterest increased its membership by 57%, while Facebook and Twitter only grew by 6% and 18%, respectively. More than 60% of millennial moms use Pinterest, making it a platform perfect for agencies looking to communicate topics related to children and women’s health; DigitalGov previously discussed how the Food and Drug Administration’s Office of Women’s Health used Pinterest as part of an inter-agency health campaign.