2024 Finalist



New York, United States

Category Product Development

Overview of this campaign

Native social media users have made it clear they want news in a feed. As it stands, 40% of 18-19 year olds get their news from social media. 50 is the average age of a typical news subscriber. Post’s objective was to bridge the gap to help publishers cater to younger audiences’ demands.  

Additionally, publishers have continued to struggle generating subscriptions from web traffic. Experts estimate that only 2% of publisher traffic converts to a subscription purchase. Even more worrisome for publishers is that 20% of Americans subscribe to any news source, and only 10% to more than one. Post helps publishers monetize audiences directly in the social feed.

Lastly, Post aimed to be an antidote to the toxicity that has become rampant on the news feeds of traditional social media platforms. Post has rigorous moderation and community-based policing to prevent misinformation and bot accounts and is not incentivized to drive engagement at all costs since there is no advertising monetizing the feed.


Results for this campaign

In the first 8 months after launch, there have been over 550,000 registered users on Post and the figure is growing 30% monthly, showing that there is an appetite for a civil social platform focused on high-quality news and creators. Recently, Post experimented with moving the News Feed from the 3rd to 2nd position on the user’s home page. This resulted in a 136% increase in engagement with the News Feed with almost no effect on Post’s Explore feed, which was moved to the 3rd position. This and additional user testing results make it clear that people want to get to news faster.

Over 100 premium publishers have joined Post to date as well, seeing the value that Post is bringing to the publishing industry. These include All Africa, Benzinga, BNO News, Briefly, Canadian Business, Chatelaine, Checkiday, CNN, Council of Foreign Relations, CTV News, Dame Magazine,Defense News, Democracy Docket, FASHION Magazine, Fortune, GB News, History Net, Insider, Insider Business, Insider Life, Insider News, Irish Star, ITIF, Legit, Lifewire, Maclean’s, Maginative, Man of Many, Mashable, Military Times, MIT Technology Review, Motherly, NBC News, Northwest Progressive Institute, QueerAF, Politico, Project Syndicate, ProPublica, Puck, SF Chronicle, Sunset Magazine, Reason Magazine, Rest of World, Reuters, Reviewed, Semafor, The Atlantic, The Boston Globe, The Brookings Institution, The Conversation, The Globe and Mail, The Independent, The Information, The Mirror, The New Republic, The New Yorker, The Onion, The Phoblographer, The Spectator, Treehugger, Toronto Life, Tuko, USA Today, USA Today DC, USA Today Life, USA Today Money, USA Today Sports, USA Today Tech, USA Today Travel, Wired, Worldcrunch, World History Encyclopedia, World Politics Review, Vanity Fair, and Yahoo Finance. 

What’s more, the fast-growing world of creators is also joining Post, supplementing or in many cases supplanting Substacks and other platforms, including Robert Reich, George Takei, Dan Rather, Aaron Rupar, Dave Pell, Scott Galloway, and Allison Gill of Mueller She Wrote.



To contact a company representative about this campaign, click here for the INMA Member Directory

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