Reaching the masses: Building multi-platform social strategies for news broadcasters

Digital news consumption has fully disrupted the traditional news programming cycle. Today’s audiences will not always wait for the next TV news bulletin to keep up to date, instead opting to read and watch news on their connected devices. Especially as the daily news cycle in the US and other markets continues to move at a rapid pace.


News broadcasters have had to adapt to reach audiences with updates as they happen, on the platforms they use most frequently to ensure consumers are well-informed.

Today, your social channels have become your most important tools to connect with audiences and position yourself as a primary source of reliable news. Building a multi-platform content strategy is key in this goal – reaching audiences with optimized content for each social media platform is now a standard expectation.

How is it done?

A brilliant example of this was Univision’s approach to the 2020 US election. Its coverage was optimized for each social media destination, from vertical Instagram Stories to live broadcasts and clips on Twitter, Facebook and YouTube. Audiences were able to access news across their preferred channels at any time, generating over 77 million video views on Univision’s social content.

Having a meaningful presence on social media can also allow organizations to deliver news rapidly ahead of the competition.

During the 2020 Brazilian local elections, CNN Brasil used Grabyo to deliver the results from each municipality in the country to social media moments after they were announced. Using Grabyo Studio, Grabyo’s live clipping service, to clip, edit and distribute video content to its social and digital channels in real-time. This allowed it to maximize its reach on social media platforms and be first to market with content, without compromising on reporting standards or production value.

Social-first live news

With audiences increasingly consuming live video on social media as often as traditional broadcast channels, producing live content for your social channels opens up opportunities to reach a wider audience, especially in younger demographics.

Mediacorp is an innovative news broadcaster based in Singapore. It leveraged Grabyo to live stream its “Singapore Votes 2020 – The Political Debate” show on Facebook, YouTube and online, reaching over half a million viewers.

The flexibility of cloud production – in provisioning new shows and setting up live productions, also allowed Mediacorp to hold multiple live social broadcasts and events throughout the entire election period, effectively engaging voters in safe online forums in place of physical rallies that were absent during2020 due to the COVID-19 pandemic.

Scaling your social content is also a cost-effective way to deliver news to audiences while generating new revenue streams. CNN Brasil leverages Grabyo’s integration with YouTube to monetize content through advertising. While the broadcaster builds and engages its audience with content, it generates returns using pre-roll advertising on videos.

Building and maintaining an effective social content strategy allows news organizations to get news out quicker, to more people, using fewer resources. It also allows you to use these platforms to create unique live content to increase interaction with your audience, gain real-time feedback and go above and beyond with your reporting. All while creating opportunities to drive ROI.

To find out more about how Grabyo can support you in delivering quality news content to social media, please get in touch. 

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