I’ll admit, I’m still figuring out how I feel about public media hiring influencers.
I understand the appeal, even if some of the content I’ve seen hasn’t quite clicked with me. So when someone forwarded me the new 2026 Hispanic Content Report, published by HispanicAd, I read it.
We can learn some things. This study especially presents ideas public media could pick up, particularly when it comes to building relationships with Latino audiences.
The report features interviews with media executives, entrepreneurs and creators who are in the midst of experimenting in Spanish-language media. They are exploring new ways to serve Hispanic audiences through creator-led audio and vertical video. How they aspire to make it culturally fluent may offer you good lessons.
Vertical video intel
In the report, David Chitel describes how the Latine market is changing. People who once relied heavily on traditional television and radio now utilize a variety of formats. For publishers, an associated challenge is discoverability, given the volume of creators in the market.
Pro tips come in the report from the example of Fuego Shorts, which creates “stories from the ground up.” Vertical framing, faster pacing, hooks and cliffhangers are ways Fuego Shorts succeeds. The implication is further that this is less about serving up content, but making the phone where the relationship is fostered.
Public media organizations could consider how stories are structured for these platforms. What makes you stop scrolling? How does a short video invite you into a deeper reporting experience? I’d not assume younger audiences want only brief content, comedy, memes and such, or that such is the main way to win people over.
Digital-broadcast alliances
Then there is Reyna, in which Entravision launched a digital platform paired with its station, Viva 103.3 FM in Los Angeles. There’s Spanish-language music and other content, all targeted to Latinas. Commercials and station liners are in English and Spanish, as leaders acknowledge the bicultural experience. Reyna has leaned into creators too, and saw results after around three months.
A bit of insight in this example is how Entravision decided to use its traditional radio programming to anchor the rest of its content. But, of note, language, even on a Spanish-language music station, is not the defining principle. Entravision seemed to get that Spanish-language programming is an important investment. The company also understood that Latina audiences in this case also differ by generation, language preference, cultural background, interests and individual experience. The experience interweaves English too.
Cultural relevance goes beyond language
Dig around in the report and you’ll get a few peeks into how Canela.TV, a free, ad-supported streaming channel, connects with influencers. Best quote for me? Language is a way to define the segment, but culture speaks louder.
Elsewhere, Joe Bernard explains that concept more. Organic and accurate portrayals. Authentic depictions. Speaking to our market in the language of now.
A practical starting point for public media
I talk with leaders in public media who worry that creators will supplant established news organizations. I worry about that too. Where I have tried to land, though, is in seeing this as a moment to build more trust and relationships.
Serving Latino communities more effectively is a conversation about who our local community trusts to tell their stories. Do we have the people who understands the communities they belong to? If no, how do we change that? Public media can work alongside those stakeholders, and do amazing work. Building meaningful relationships with neighbors is the goal. 🟢
Cafecito: stories to discuss ☕
El Tiny. If you have missed the Alt.Latino annual takeover of Tiny Desk Concerts for Hispanic Heritage Month, it just wrapped with the legendary Los Tigres Del Norte. 🐯 Watch it on YouTube.
Panel upcoming. OPB’s Monica Carrillo-Casas is on a panel of young Latino leaders taking place tonight in Oregon.
Affordability story to watch. The National Low Income Housing Coalition has a study on Hispanic renters and the issues facing them. 🏠
Also of interest. New Edison Research suggests Republicans spend more time with radio, while independents prefer podcasts. 🎧 Inside Radio has more.
Cohort. Applications for the Documented’s national training program, which supports local newsrooms across the United States and its territories in better serving immigrant communities. ✏️ Deadline is coming up.
El radar: try this 📡
Track GOP potential in the midterms. Texas Public Radio spotlights a Congressional district where the election is expected to test Republicans’ gains among Hispanics there. 🙋🏽
Ask about local priorities as November approaches. WABE just hosted a program on how the Latinx community is feeling about the midterms. 📍
Look into voter engagement. WLNS covered a local summit where getting Latine residents to the polls was a focus. 🚌
Bring listeners closer to staff. I loved Connecticut Public’s story, which was inspired by Tiny Desk Concerts, of what music the station’s Latino staff was listening to. 🎵
Chat with local personalities at other stations. WXXI shared the story of a morning-show DJ’s resonance with the community. 🎤 I’m sure many stations might say this is giving shine to the competition, but it’s a great story to tell.
The next OIGO arrives Oct. 30. With the midterms days away, I’ll be talking with a leader in the battle against Spanish-language misinformation.
Also: A very belated share! It was an honor to write recently in Current with my KQED colleagues about our efforts to feature more youth voices on FM broadcast. Our workflow and how we pulled it off may help you.
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