Overview of this campaign

Aware of the trend toward news consumption on vertical social video platforms, particularly among younger demographics, we set out to create a short weekday digest of our top performing stories. We wanted to repackage our brand in a way that would attract new audiences, and hopefully create enough credibility with that new audience to an draw them to an established, reliable source when seeking out news. Our desire was to meet these viewers where they are – on social platform such as TikTok, Instagram, YouTube and Facebook – with a consistent cadence, while creating brand recognition and trust. We came up with "In a Minute" as a clever way to summarize some of the day's news in just 60 seconds. This viedo series caters to viewers' short attention spans while delivering daily headlines to both inform and delight. We also saw this five-days-a-week programming as a great way to introduce some of the faces from our newsroom and create a more personal connection with the audience.

Results for this campaign

We've seen massive engagement with the series and strong social account follower growth that we correlate to In a Minute's success. In December 2025, the most recent complete month of data we analyzed, "In a Minute" had 247,000 views across our four major social platfoms – TikTok, Instagram, YouTube and Facebook – and an average of 13,000 view per video. The nearly quarter-million views per month has drawn sponsorship interest, an appetitie for more social video series in the Express-News newsroom and a plan to replicate similar daily news video series across other Hearst Newspapers markets. We've heard from many viewers who know our newsroom because they've engaged with "In a Minute" in their social feeds. We are also starting to track how posting more videos on social, including the "In a Minute" series, is helping drive audience growth and increasing the digital subscription conversion rate from social platforms such as Instagram.

Contact

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