At CARTOON Business, attendees were treated with an insightful dive into the strategy of Spanish language children channel El Reino Infantil.
Launched in 2011 by Argentinian company Leader Entertainment, the brand achieved a new milestone this year, hitting 250 million subscribers and more than 180 million daily views spread in 11 languages. Through their primary and additional channels, El Reino Infantil provides a wide range of content including nursery rhymes, music videos, stories, educational programs, and games.
According to Content Acquisitions & Partnership Manager Ylka Tapia, who shared these insights at the event, this has been achieved through constant diversification and building the brand around their own IP’s.
We collaborate with both public and private channels, streaming platforms and cable operators. For us, it’s very easy to provide those operators with our data, showcasing how well our content performs on Youtube. And to match the needs of our partners, we adapt our content to fit each media accordingly.
And in turn, this versatility brings viewers back to the YouTube channels, fueling El Reino Infantil’s overall audience. Working on YouTube and mastering the algorithm was tricky at first, but the teams quickly learned to use the audiences’ preferences to their advantage.
Today, we focus on emotional connection and strong impact. Our videos always start with a five-second hook that grabs their attention right away. Music also plays a pivotal role in our strategy. It’s a powerful tool to create this emotional connection, and it allows us to develop the brand further.
In a market where the major streamers are reluctant to invest in new titles, harnessing YouTube can be a game changer for production companies, as it has been for El Reino Infantil. But to harness that, careful planning must be undertaken, as well as hiring the right people to analyse the data and explore monetization opportunities.
Flexibility and adaptability is key, as you may have to shift your production to adapt to the data gathered from your audiences. Then, as you build your audience and strengthen your brand, you can reach out to buyers and expand your business into consumer products, live shows, gaming and much more. This differs from the traditional strategy relying on linear broadcasting to build brand awareness, and has allowed us to reach a point where we can now implement a hybrid model with our own IP’s and other content that we put forward through dedicated channels.
In an era where exclusive deals have become a rarity, Tapia and her team are now working with traditional animation studios with non-exclusive deals to build their brand on YouTube, thanks to their proven track record.
More information about El Reino Infantil and their partnership opportunities on https://partners.elreinoinfantil.com/
