When some brands are looking for the target audience, others change to suit one particular. Last year Fusion transformed into the millennials website. So, what’s been happening with its popularity ever since?


Bilinguals + millennials = Fusion?

Fusion previously was just a TV channel with a website targeting unclear audience with the weakly differentiated content. Now it still remains a television channel but with the fast growing modern website and more prominent presence in the millennials universe. That move has more than doubled the audience to the 11.5 million bringing 155% growth in flow through the mobile website and 31% through desktop version. The thing is, all this happened naturally when last year the company decided to change the attitude towards what they are creating and had a look at how BuzzFeed and Vice do business.

It is also funny how firstly the idea was considered dystopian since the Fusion was aiming at not just any millennial audience, but bilingual millennials. The website has decided to plea for the interest of Spanish audience speaking English (or wanted to learn it). When last year this niche audience was predicted to kill the platform now it totally pays off in terms of attention. To be fair, the supporters replied to these smirks with dignity and pointed at the usage of both languages in some local American advertising. Is there a chance that such a personalized approach is actually a key to success in the modern Internet world? Univision (huge Spanish language company owning Fusion) definitely has something on its mind about this.

Univision Holdings Inc. Companies

The Univision’s acquisition of Gawker (allegedly for $135 million) is another example of positive thinking in this case of uniting ethnicity and age. When the initial enterprise of Fusion development and $3 billion investments were considered not enough, the company went further. Now it owns the leading English-speaking websites as The Onion and The Root (website focusing on African-American issues) and is not planning to stop. Does it mean that we finally destroy the out-of-date prejudices about the media outlet nationality (and as a result the place of the outlet in the media hierarchy)?


So, what was the point at the end?

When the global consequences of all these acquisitions are yet to define, let’s turn back to the immense success of Fusion on its transformational way. The decision to focus on the stuff the audience from 18 to 34 is the most interested at, such as politics, social matters, and quality journalism have brought 36.5 million clicks to the website in May, 2016. That is 5 times more than all Univision platforms received on January, 2015. And by the way, the Facebook page has also welcomed more than 1 million likes recently. All this statistics already should make you think about re-evaluating millennials as an audience.

Fusion | Pop culture. Satire. News

Moreover, the exclusivity of the approach also speaks to the interested audience. While the head company is making its way purchasing various ethnically and nationally targeting resources, Fusion is just going to go on as it is: Hispanic, proud and millennials-friendly. Don’t you find it beneficial for the platform not to copy all those twin websites producing videos, articles, and stupid quizzes? Especially when the Hispanic audience can feel deprived of quality media sometimes.

All in all, even if you are still not sure about turning to the new audience, look at Fusion. Their example clearly demonstrates the power millennials have in the new digital world. It’s not that one have to transform completely to satisfy all the youngsters’ interests, but the simple attention to the driving topics won’t harm. It is also fascinating to observe how such a narrow-oriented website can suddenly come to the top of the news. So, will you follow its example?

Subscribe to WM Daily. Be In Touch With Rebellious Voices