ENTR has over 13 million video views in four months
Last spring, international broadcasters DW and France Médias Monde, in a joint venture with multiple media organizations, launched the digital media project ENTR in six EU countries. With a target group aged 18 to 34 and diverse social media content in six languages, ENTR has been a success story right from the start. In just four months, its videos have garnered more than 13 million views on partners’ websites and social media platforms.
Users have responded favorably to the range of topics that closely align to the interest of young EU citizens. ENTR produces a wide net of content exploring topics such as climate change, education and work, culture, new technologies, health, migration, and social issues such as solidarity and justice. Young, diverse editorial teams from six participating countries produce videos in English, French, German, Romanian, Polish and Portuguese. They subsequently adapt them for multilingual audiences, giving users access to stories from across Europe in multiple languages.
Since May 2021, video views have been evaluated across all platforms and in all six languages. The content is particularly successful on ENTR’s Facebook channels, which account for nearly half of all views. Around a third of views are generated via the partners’ websites and around ten percent each on YouTube and Instagram.
Polish-language content has proven the most popular to date. Primarily viewed on a partner website, it has received the biggest share of views, about one third of the total usage since mid-May. French language videos on Facebook rank second, accounting for 25 to 30 percent of all views per month. In third and fourth place are the English and German posts, generating traffic mostly on Instagram.
Relevant content and positive prospects
“We have seen that cross-linguistic content which deals with strong views and controversial topics such as gender equality or self-identity does particularly well,” says Gönna Ketels, ENTR Head of Content. “The editorial teams work together to set a content focus each week. This is always exciting because we look at topics differently in all ENTR countries, often resulting in completely new approaches. Our editorial teams tailor all content to their target groups. Jointly produced formats such as topic maps, voxpops and explainer galleries always provide a European context across languages. And we adapt videos from the other languages each week that are relevant to the entire ENTR community.”
ENTR media initiative aims at promoting European youth exchange and heightening awareness around a common identity. It is funded by the European Union and the German Foreign Office.
On the future of ENTR, Patrick Leusch, DW Head of European Affairs and ENTR Project Director, says: “The project’s great success from the outset confirms that we have struck a chord with our audience and created an attractive offer for young Europeans. In the medium term, we want to expand ENTR to include other languages and media partners. We hope that the German Foreign Office and MEPs from various parties and member states, as well as the EU Commission, will continue to support us in the coming years.”
ENTR at EYE 2021
On October 8 and 9, ENTR will participate as a partner at the European Youth Event (EYE) of the European Parliament in Strasbourg. The hybrid event is part of the European Parliament’s week-long youth consultation process for the Conference on the Future of Europe. Thousands of young EU citizens between the ages of 16 and 30 join in to exchange views with experts, activists, influencers, and decision-makers. Further information can be found at: https://european-youth-event.europarl.europa.eu/de/.
Alongside Deutsche Welle (GERMANY), which coordinates the project, and France Médias Monde (FRANCE) are the following ENTR partners:
GERMANY: Zeit Online, Genshagen Stiftung, and Good Conversations
PORTUGAL: RTP (Rádio e Televisão de Portugal)
POLAND: RASP (Ringier Axel Springer Polska)
ROMANIA: RFI România (France Médias Monde Group) and G4 Media (Group 4 Media Freedom and Democracy)
IRELAND: Tailored Films
ENTR in English
ENTR in German
[Source: DW press release]