Reparations Media is a media production and education organization with a mission to provide quality multimedia content that highlights issues affecting marginalized and communities of color across the U.S. In joining the Local News Accelerator, Reparations aimed to deepen its connection with its audience, initially through social media and e-newsletter efforts. However, the team eventually pivoted to measure audience response to Reparations’ content by podcast downloads of “Change Agents The Podcast.”
Medill-funded research revealed that a majority of respondents utilized YouTube to listen to podcasts and that users find themselves more engaged with vertical videos on social media. Research also showed opportunity in two major content areas: resource guides and local success stories.
Unique podcast downloads in 90 days following strategy shift
Built YouTube presence and adapted to vertical video format for social media
I believe the research is a valuable asset for smaller newsrooms that lack the resources to conduct this work. What proved especially useful was the combination of asset framing, an honest and impartial assessment of our operations and a clear accounting of both our available and missing resources. Setting out a clear agenda, actionable goals and a schedule was very helpful.
Maurice Bisaillon, executive producer and program director
Using these results, Reparations created strategies to capitalize on these consumption habits, including building a YouTube channel and producing more video content. Additionally, by the end of the Accelerator, Reparations began implementing a consistent social media content calendar and seeking out additional opportunities to track analytics better, all processes that will continue to set the team up for sustained growth.