The results have been striking.
The pilot episode of On the Grid, a YouTube series hosted by Wired journalists, became the publisher’s top-performing video last year, tapping into its 12 million subscribers on the platform. Investigative reporter Andy Greenberg launched HackLab, with one episode surpassing 1 million views.
On Instagram, views have climbed nearly 800% and reach by 33% since Wired shifted to vertical video featuring its own staff, according to the publisher. TikTok engagement has deepened, with comments up 163% across videos.
“We had this amazing shift on the platform, which translates to revenue on YouTube,” Drummond said. “What this ladders up to is a direct connection between the journalism and the business model.”
The move is consistent with broader shifts in media, according to media analyst Troy Young.
“Platforms are driven by personalities, not media brands,” Young said. “Vox is pursuing the strategy through podcasts, Puck is a talent collective, and The New York Times increasingly puts reporters in video vignettes. It makes tons of sense if you can find the right people and the right bargain that keeps them in place.”
