The rise of publisher content on Facebook has allowed organizations from all over the world to find large audiences through short, shareable pieces of content. One of the companies that has benefited from that boom is Cultura Colectiva, a Mexico City-based publisher that has attracted more than 22 million Facebook followers by targeting consumers in the Spanish-speaking world.
By partnering with an expansive network of creators and researching the content that best jibes with its audience, Cultura Colectiva has become a force in Hispanic media. Now, it is hoping that same approach can attract Anglophone Facebook users, too. It has launched Cultura Colectiva Plus, a new hub aimed at American viewers and readers.
As Cultura Colectiva CEO Luis Enríquez explained, the new channel is part of a grand plan to apply his company’s successful formula to a global network. “Having consolidated our position as the dominant player in Latin American digital media, we’re excited to bring our unique voice and data-driven approach to creating viral video content to a US audience,” Enríquez told Tubefilter. “We are opening our US headquarters in New York, which will initially house 20 employees and will be opening an in-house video production studio that allows us to co-create original content with our brand partners. After launching in the US, we plan to expand into other international markets to become the leading global media brand for Millennials and Gen Z.”
Cultura Colectiva Plus has seen some promising early returns. The channel’s Facebook page has amassed more than two million followers, and some of its videos, including this clip about a fashion model who says she’s an alien, have surpassed ten million views: