Wanting to expand its content, About.com has launched a Spanish-language channel, About en Español.
The expansion will be supported by independent subject matter and will allow for a doubling of the site’s video content.
As the Hispanic population grows in the U.S., they are representing a large portion of online users, and About.com has realized that this demographic is in search of interesting video content for them. According to the U.S. Census Bureau, Hispanics will represent 45 percent of the overall U.S. population growth between 2010 and 2030.
About Group’s president and CEO, Cella Irvine, pointing to comScore.com data, said, “The U.S. Hispanic online market is a strong and growing space, now at 30.2 million users as of the month of January. About.com had 3.5 million Hispanics visit our Web site in the month of January ... and the launch of our new About en Español channel provides a great opportunity to offer these users high-quality Spanish-language content.”
So far, About en Español has nine topics available to search through:
Internet for Beginners
About 100 more are expected to be added by the end of 2011.
With the increased content, About en Español is giving advertisers new ways to reach a more specific audience.
Irvine said, specifically, “About en Español…helps advertisers reach our coveted, search-driven users in another language, across new topics.”