Mic Media Company's Comprehensive Approach to Digital Content

Mic Media Company took a comprehensive approach to digital content, launching a range of verticals to cater to diverse audiences.

Their approach was led by CEO Chris Altchek, who aimed to create a platform for in-depth reporting and analysis.

Mic's digital content strategy involved creating engaging, shareable content across multiple platforms.

This included a strong focus on social media, where they built a large following and drove significant traffic to their site.

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Mic produces video content covering social justice and progressive issues, distributed through their website and social media, since 2018.

This content is supplemented with advertorial videos produced for clients, adding a commercial layer to their editorial efforts.

The site's style has been described as hyperbolic, with a mix of serious analysis and attention-seeking listicles, similar to other online media outlets like Upworthy and BuzzFeed.

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Mic produces video content that covers social justice and progressive issues, distributed through their website and social media since 2018.

This content is supplemented with advertorial videos produced for clients, which can be a valuable way for brands to reach their target audience.

The site's style was described as hyperbolic by Abe Brown in 2014, with a mix of serious analysis and attention-seeking listicles.

Mic has recruited experienced editors, including Cory Haik and Kerry Lauerman, to improve their editorial quality and elevate their content.

The site has enlisted politician and celebrity contributors, such as Senator Rand Paul and Senator Kirsten Gillibrand, to provide unique perspectives and insights.

In 2013, Mic collaborated with the White House on an "Open Mic" competition to engage young people on healthcare issues.

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Mic's design ethos has evolved to reflect its new voice, ditching the corporate green in favor of a bolder, more playful aesthetic. This change is a deliberate attempt to make the brand feel more approachable and relatable to its young audience.

The new homepage is designed to feel like an amusement park, with a layout that's meant to be immersive and engaging. This is a far cry from the more traditional, serious approach of publications like Rolling Stone, which Mic's Editor-in-Chief was inspired by.

Mic's product team has incorporated '60s iconography and vintage typography into the design, giving it a distinctly retro feel. This nod to the past is meant to evoke the sense of experimentation and creativity that defined the era.

The Good Ones signature profile series features artists who are pushing boundaries and challenging assumptions. This series is a key part of Mic's new design ethos, which prioritizes boldness and playfulness over more traditional approaches to storytelling.

Mic's first-ever cover story, featuring Issa Rae, is a great example of this new approach in action. The cover story is a celebration of Rae's impact and influence, and it's a testament to Mic's commitment to amplifying diverse voices.

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Publishing on Facebook Instant Articles has been a game-changer for Mic, with a whopping 75% of their audience being on mobile.

By delivering content that satisfies their audience's curiosity and answers their questions in a way that speaks to them, Mic has seen significant results. Their mission is to elevate their generation's voices by telling it like it is and finding the counter narrative on moments that matter.

Over 75% of Mic's audience is on mobile, making a performant mobile experience crucial to their strategy.

Mic generates revenue through advertising known as "branded content". This type of advertising allows brands to reach Mic's audience of educated 20-somethings.

In 2014, brands like Microsoft, Cole Haan, and Cadillac partnered with Mic to tap into its millennial expertise.

As of 2017, Mic had raised $52 million in funding from investors, including Lightspeed Venture Partners and Lerer Ventures. The company's valuation was reportedly in the range of the "mid hundreds of millions" of dollars.

Mic laid off several employees in 2017, citing inconsistencies in tracking viewer numbers and changes in Facebook's algorithms. This was a common trend among digital media companies at the time.

The company shifted its business model to focus on longer-form video journalism covering social justice and progressive causes.

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Mic's media presence is largely digital, with a focus on online news and entertainment content.

The company was founded in 2011 by Chris Altchek and Jake Horowitz, and initially focused on creating viral content for social media platforms.

Mic's content is known for being highly shareable and engaging, with a focus on storytelling and interactive features.

The company has a strong presence on social media, with over 20 million followers across platforms like Facebook, Twitter, and Instagram.

Mic's editorial team includes experienced journalists and writers, with a focus on covering topics like politics, social justice, and entertainment.

The company has also launched several successful podcasts, including "The Mic Drop" and "The Mic Report".

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At Mic, they don't just stop at gathering metrics, they look at every single one available to them. They use video starts, completion rates, social shares, time spent, and all the platform metrics they can gather to get a comprehensive picture.

Their internal dashboarding is sophisticated, helping them monitor and make sense of all the data. But it's not just about collecting numbers, they need to be actionable.

Here are some of the metrics they focus on:

These metrics are crucial in helping Mic understand their audience and make data-driven decisions.