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La Calle TV Used Facebook Video to Engage Audiences in COVID-19 Coverage

2. Dezember 2020

For more key lessons from Black and Latinx publishers on storytelling, building community, funding journalism, and taking action on social and racial justice, visit the "Our Voices, Our Power” Hub.
Jorge Viera is a journalist, reporter, author and the founder and CEO of La Calle TV, a digital-first news organization that delivers culturally relevant stories to a growing Latin audience in the US. La Calle TV became one of the most important news outlets in New York City for its wall-to-wall COVID-19 coverage, as their Facebook Page saw 20x more interactions during the peak of the pandemic (March–April 2020) compared to the two months prior. Through frequent video updates on Facebook, Viera gained a following of Latinx readers looking for reliable news on the new virus.
“I wish it wasn’t this story that brought us together,” Viera told Facebook’s Danielle Noriega on Facebook’s Our Voices, Our Power. “We were the only ones covering it. Social gave us such an important platform to broadcast to the world what was happening.”
Watch Viera’s interview below and continue reading for his storytelling strategy that engenders a loyal, engaged audience.
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Results
  • 14x more videos posted in March–April 2020, compared to January–February 2020
  • 385x increase in video views
  • 20x increase in total interactions
*Results according to public CrowdTangle data, January to April 2020.
Strategy
Facebook Video enabled La Calle TV reporters to share news and updates in real time, from wherever they were: By recording impromptu, short-form videos on their phones, reporters are able to share news in real time. Describing empty streets during lockdown, Viera’s team emphasized the effects of COVID-19 in NYC by reporting “from various parts of the city to start explaining to people what’s happening” in their own neighborhood.
Authenticity builds community and connection: Viera cited an instance of a viewer reaching out during lockdown to share their struggle on how the pandemic was impacting the Latino community. Viera credits the authenticity across his team of reporters for fostering this sense of community, where the audience feels comfortable enough to share personal thoughts and feelings. “Reporters need to be people first, then reporters,” Viera said. “Cry when it’s time to cry, laugh when it’s time to laugh and always inform. You have to convey reality through yourself.”
Stay true to yourself and report on the facts: News is subjective because “people look at the way a reporter tells the story,” Viera said, “but it doesn’t mean you stop being objective. You can be yourself and still tell facts. Be objective, tell the truth.”
Impact
Viera plans for La Calle TV to become the all-in-one news outlet that engages, entertains, informs, empowers and inspires Latin audiences across the US. La Calle TV gives a voice to those who don’t always get the chance to speak and creates lots of engagement in the Latin community. “Latinos, we need to support each other,” Viera says. “We need voices in the street to represent us and [La Calle TV is] one of them.”
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