Monica Vincent (Barakaldo, 1974) is the CEO of HNHC Producciones, a production company specializing in audiovisual content that has been growing hand in hand with the YouTube channels that Mónica has been creating over the last five years. A varied collection of channels that includes (her most recent and personal project, with 109,000 subscribers), (2,525,000 subscribers) or the channels starring her own children, like, with more than a million and a half subscribers.
Now, with six employees and ten channels totaling almost six million subscribers, HNHC faces an exciting stage in which to continue growing in the field of marketing. To know your vision What (although she does not consider herself such), about the news of YouTube and its success story, we have spoken with Mónica Vicente, mon for friends.
Interview with Mónica Vicente, CEO of HNHC Producciones
It’s been more than 5 years since you started your YouTube channel, how did the idea come about?
The intention of my first channel was to promote the products of my online store, and it was simply video tutorials explanations of them. In no case was the intention to make a YouTube business, that came much later.
In 2011 the Internet was very different from how it is now, especially in the field of social networks, mobile browsing or, directly, the connectivity of the population. Did you imagine that your time as a youtuber would last so long?
Me I don’t consider myself a Youtuber. I simply use the platform to distribute my content and consolidate our brands, just as we do in others and, soon, offline. When a brand is strong, its success does not depend exclusively on YouTube, on the distribution platform.
What was the main challenge you had to overcome to get ahead?
The biggest challenge was constancy, continue creating content when it was not yet profitable with enthusiasm, enthusiasm and believing in the value of what he did. Like any business that starts, the beginnings are hard and more is given than what is received. The reward comes later.
How did you get such large communities? At what rate did you grow at the beginning? What do you think are the basic keys to grow in followers and views on YouTube?
A community is created getting a strong with its members through quality and relevant content for themcontinuously and stable. I see no other way to do it sustainably.
In the new channels that you have been creating, is there a drag effect from the consolidated channels to the new ones? How do you do it?
Of course. There are synergies between all. Once you have created a strong community, it supports you in the rest of the projects you undertake if you have earned its trust. Yes indeed, the target must be the samethat is, the intention of the new channels that I create or manage is to expand the content grid for the same target.
Are you worried about the display you make of children? Aren’t you afraid that when they grow up they might regret having been so overexposed?
Everything about my children worries me, Not only that. I am concerned that they are happy and that they know how to manage their emotions appropriately, whatever the circumstances that they have to live. That they be tolerant with other different people, that they be great people, that they accept their virtues and their defects…
They are living a different childhood than many children, for better and for worse, since everything has pros and cons. There is not one without the other, It’s about the good making up for the less good., as in this case. They are acquiring social and communication skills in an extraordinary way, they are gaining self-confidence, they are seeing that the effort pays off, they are learning many values such as generosity and concern for others… That makes up for everything else
You have 6 employees: Are they focused on the videos you make or do they collaborate on other video generation services you offer?
Everyone has their role, as in any company. I have product managers who are in charge of managing each channel, from editing to the creation of thumbnails, promotion on social networks… even a person who is in charge of training new employees, relations with brands, management of raffles and prizes, tasks administrative, editing and content creation for external channels, etc.
For you, what are the keys to a good campaign with youtubers?
That the values of both brands (channel and product) are aligned and that the content is integrated within the usual line of the youtuber. In this way a sponsored content will continue adding value to users despite being sponsored.
Imagine that you could travel back in time to 2013. What advice would you give to the Monica of that time?
Continue remain steady and working on what you believe.
Let’s do a bit of futurology: what headline would you like to read in Marketing4eCommerce in a year?
That people benefit even more from the digital world and safely to improve their personal lives (relationships, shopping, medicine, training…).
And a little more difficult: How do you imagine that YouTube and the relationship between influencers and brands will evolve between now and 2020?
It will become much more professional, and perhaps the only way to monetize creators’ content is through brand sponsorship or subscription content.
quick quiz
- What is the first social network you open in the day? Youtube and Instagram
- iOS or Android? iOS forever
- App or website? Web
- In which eCommerce and how long ago did you make your last online purchase? amazon
- And it was? LED strips for the living room of my house
- Last book read? The biography of
- What is your favorite thing to do that has nothing to do with digital? Painting, the world of art in general, either as a spectator or as a creator
- Let’s spin a magic chain: Which acquaintance of yours do you think we should interview? Why? To Tino Fernández, from Strategic Coaching. Great friend and connoisseur of the network for the sale of online and face-to-face training
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