In recent years, short-form video has become the dominant format for news consumption on social platforms. Yet many news organizations still treat social media primarily as a redistribution channel for existing journalism, limiting both audience connection and commercial potential. 

In 2024, we identified an opportunity to fundamentally rethink this model. Rather than adapting newsroom content for social platforms, our objective was to create journalism designed specifically for short-form video — with native storytelling, platform-first language, and clear narrative structures. 

Our primary goal for 2025 was to consolidate this vision by transforming short-form video into an original editorial and commercial product. To support this shift, we invested in a dedicated, multidisciplinary structure built specifically for native social storytelling. This model brought together creator-journalists, editorial coordination, product and commercial strategy, and specialized operational support. 

The initiative was guided by four objectives: 

By 2025, the initiative moved beyond experimentation and became an integrated newsroom practice, expanding how journalism is produced, consumed, and monetized in social environments. 

By 2025, the short-form video initiative reached full maturity, delivering measurable impact across audience, revenue, and newsroom culture. 

Across Instagram Reels, TikTok, and YouTube Shorts, the operation generated 559 million video views in 2025, exceeding the original target by more than 90%. This scale was achieved through platform-native execution, not content redistribution, confirming short-form video as a primary driver of audience reach. 

Commercially, short-form video evolved into a financially sustainable product. In 2025 alone, the initiative generated over R$2 million in gross revenue, supported by a lean operational structure and strong operating margins. 

Clear workflows and a dedicated team structure enabled scale without complexity. Close collaboration between creators, editors, product and commercial teams ensured consistency, agility, and editorial integrity. 

Beyond numbers, the initiative reshaped newsroom culture. Social platforms became a space for original journalistic storytelling, strengthening audience proximity through recognizable creator-journalists and establishing social media as a core editorial and business pillar.