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1. VOX YOUTUBE SERIES
2. VOX YOUTUBE TV

It’s been viewed nearly 55 million times to date.

VOX YOUTUBE TV

“Vox Pop” breaks down the creative aspects of film, TV and music.

VOX YOUTUBE SERIES

Recently, Vox Media announced a new slate of digital shows, which included three editorial series for Vox. (Vox founder Ezra Klein contributes an additional 62 million video views on Facebook, Vox said.) Now that Facebook itself is looking for publishers to create longer videos, the platforms could converge. In April, Vox hit 36.6 million views on YouTube, compared to 35.1 million views on Facebook, according to Tubular Labs. That makes Vox’s strategy YouTube-centric. Vox isn’t ignoring Facebook - it has 1.4 million followers on the platform - but more often than not, it’s publishing the same video on both YouTube and Facebook. “It’s a deeper relationship, and it’s not fast growth based on tricking the platform.” “What the team has really done is build trust with the audience,” said Golis.

(This does not include Vox’s continued experiments with Facebook Live.) On a typical week, Vox is publishing five videos to YouTube, with some shorter pieces created for other platforms. This decision to stay focused includes not putting out hundreds of videos per week. “We’re saying, what can we do and add visually to the great written journalism we do? The same way The New York Times Magazine is kind of its own product, Vox video is its own product.” “Unlike other video teams, we’re not getting assignments from an assignment editor saying this is the most important thing to cover,” said Posner. While both departments frequently collaborate on videos, 60 percent of the video pieces created by Vox are original, fully reported ideas from the video team.

The video team, which grew from 12 to 20 staffers in 2016, functions as its own journalism unit separate from the writers, according to Andrew Golis, gm of Vox. Vox credits its YouTube growth to the focus it has placed on doing what it does best: original, explanatory journalism.

“Not everything has to be nine minutes, but if we’re doing a story on pharmaceutical ads - which is a complicated story and involves showing these ads - it would have served the story poorly if it was shorter.” “The stories we’re taking on sometimes require us going deeper and longer,” said Posner. Now half of Vox’s YouTube viewers watch for at least four minutes. The growth comes as people are willing to watch - and spend a lot of time with - Vox explainer videos such as the six-minute “ The North Korean nuclear threat, explained” and the nearly 10-minute “ Why humans are so bad at thinking about climate change.” The average watch time on YouTube at the beginning of Vox’s video efforts three years ago was one minute, according to Joe Posner, executive producer of video for Vox. It now ranks 14th among news publishers on YouTube, according to OpenSlate. Fast forward a year: Vox has 2.2 million subscribers and 449.4 million total video views, which means Vox did twice as many views in the past 12 months than it had done in the previous two years.