Serious stories are in demand. Online magazine Unilad had been targeting Millennials with silly, “off beat” content, until they posted a Facebook video on the Million Mask March protest that got “2.6 million views, 14,500 shares, and over 2,000 comments.” They’ve since reformed their strategy, and recent videos encouraging young people to vote and tackling topics like war and mental illness have received 700,000 views. For news brands its all about “standing out” on the newsfeed, and according to the founder of Unilad: “Mainstream media doesn’t always tackle the issues Gen Y want to hear about.” (Digiday)
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