Los Astros Me Dicen was created to fill a generational and cultural gap in digital entertainment: a Spanish-first astrology series for Latino Gen Z that could occupy the same communal, iconic space once held by figures like Walter Mercado and shows like 12 Corazones but redesigned for the intimacy, speed, and participation of TikTok.
Astrology already functions as a social language for Gen Z. Our objective was to transform that language into a repeatable, cinematic street format that invited participation, sparked debate, and built loyalty episode after episode. The series centered on a simple question “Can we guess your zodiac sign?” and used it as an entry point into identity, humor, and cultural connection.
From the outset, we set clear, measurable goals:
These goals were grounded in why they mattered: Latino Gen Z audiences are underserved by digital formats that center their language and cultural nuance at scale. Los Astros Me Dicen set out to prove that culturally rooted storytelling doesn’t need to be translated to perform—it needs to be designed intentionally for the platform.
The strategy behind Los Astros Me Dicen was to treat TikTok not as a distribution channel, but as the narrative engine itself. We launched the series on a brand-new TikTok account with no cross-promotion, knowing that new channels typically face discovery challenges. This decision allowed us to test true format resonance rather than inherited audience lift.
Each episode follows a disciplined spine:
• Immediate hook with faces in frame
• A playful astrology-driven Q&A storytelling
• A clear emotional or comedic turn
• A culturally resonant payoff
Production was intentionally street-based and agile, filmed in public spaces where participants felt relaxed and unguarded. The bilingual flow, Spanish-first with organic Spanglish, mirrored how Latino Gen Z actually communicates, creating authenticity rather than performance.
Early performance revealed a familiar short-form challenge: after initial traction, viewership began to dip. We immediately analyzed retention curves, engagement behavior, and top-performing posts. Insights from this analysis reshaped the format:
• Faces needed to be closer and visible immediately
• Both host and participant had to appear in the opening frame
• Stories had to be told strictly from the participant’s perspective
• Dialogue needed to be concise and visually legible within seconds
After instituting these changes, performance accelerated. Episodes began generating consistent high engagement and strong watch-through rates, with TikTok impressions surpassing 9.2 million and an engagement rate of 9.6%, far above platform benchmarks.
Los Astros Me Dicen significantly exceeded its original objectives.
On TikTok alone, the series exceeded the established goal by generating over 9.2 million impressions, 885,000+ engagements with an audience of 50,000+ followers within 6 months entirely through organic discovery on a new channel.
At launch, we set a goal to produce 20–30 episodes to test format sustainability, with success defined as at least 10% of episodes surpassing 100K views (≈2–3 episodes) and 1–2 breakout episodes reaching 1M views to validate the viral ceiling. We exceeded every benchmark: by producing 48 episodes with 26 episodes (54%) surpassing 100K views, outperforming our original goal by 760–1,200%, and 6 episodes reached 1M+ views, exceeding the breakout goal by 300–500%. More importantly, this performance reflects the development of a highly engaged niche community, as viewers consistently returned across episodes, participated in ongoing conversations, and demonstrated recognition of the format—signaling not just reach, but sustained audience loyalty within a clearly defined cultural audience.
More importantly, the format became a catalyst for participation, turning viewership into collective engagement. Fans didn’t just watch; they co-created the experience—debating zodiac signs, tagging friends, challenging guesses, and returning weekly to participate in a shared cultural language.
Ultimately, Los Astros Me Dicen proved its thesis: when culturally specific storytelling is treated with the same discipline as film and television—and designed natively for the platform—it doesn’t shrink on short-form screens. It scales, sustains, and becomes communal.
