Success stories: Truthloader

Success stories: Truthloader

News agency ITN Productions launched its YouTube channel Truthloader to offer a fresh perspective on the static news landscape. To accomplish this, it employed five key tactics: build credibility through a strong, consistent editorial voice; experiment fearlessly with different formats; broadcast live-to-drive engagement; collaborate with other YouTube channels; and make fans part of the conversation. Its comprehensive approach paid off: in just 18 months, Truthloader attracted more than 550K subscribers and increased its brand awareness.

The goals

The approach

The results

  • Introduce a fresh perspective to the news landscape
  • Engage audiences and build a loyal fanbase
  • Deliver topical stories and current affairs in innovative and compelling formats
  • Showcase work of citizen journalists from around the world
  • Integrate amateur eyewitness reporting with the experience and professionalism of ITN Productions
  • Launched a groundbreaking news channel powered by YouTube
  • Leveraged Google+ Hangout technology to drive views and subscriptions
  • Collaborated with carefully selected channels
  • Invited fans to share, comment on, and participate in the conversation
  • 2.3M monthly video views on average
  • 580K subscribers
  • 6.5M minutes watched on average each month

In November 2012, ITN Productions, the news agency behind ITV News and Channel 4 News, launched an innovative YouTube channel called Truthloader. At that time, news on YouTube generally followed a basic strategy that centered on high upload frequency and very little audience engagement.

Truthloader's goal was to introduce a fresh perspective to the landscape, delivering topical news stories and current affairs in innovative and compelling formats. The channel aimed to showcase the work of citizen journalists from around the world, integrating amateur eyewitness reporting with the experience and professionalism of ITN Productions. In just 18 months, Truthloader managed to become one of YouTube's most successful news channels, with over 550,000 subscribers and a strong, recognizable brand. Five key strategies drove its success [YouTube Analytics data].

Case studies from successful creators

Truthloader's goal was to introduce a fresh perspective to the landscape, delivering topical news stories and current affairs in innovative and compelling formats. Five key tactics helped them attract more than 550K subscribers and increase its brand awareness.