How 10 Tampa Bay took investigative news from broadcast to YouTube

This story is a part of our playbook for VidSpark, a Poynter initiative to bring local news to younger audiences. We worked with three local newsrooms over the course of 2020 to create social media video series aimed at GenZ viewers. Find our entire playbook here. 10 Tampa Bay wanted to reach younger viewers, and that required leaning into social media video. “We have an audience on TV that is aging and they are aging out of news” said Stephen Adams, digital executive producer at 10 Tampa Bay. “We need to be focused on how we bring in the next generation of news consumers or else we simply aren’t going to have jobs.” In this case study, we’ll look at how 10 Tampa Bay pushed outside of the typical broadcast style to reach a new audience on YouTube. We’ll cover how the newsroom spun up a new curated YouTube channel, worked with talent to adapt a fresh presentation style, and shifted its mindset in producing for the platform. Watch: 10 Tampa Bay staff describe their process of creating for YouTube and TikTok 10 Tampa Bay’s initial social-first video strategy was largely focused on Facebook, which was primarily reaching an older…
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