How Mic builds its brand around social justice stories

The majority of Mic’s editorial output has a social justice angle. “Social justice stories translate around the world,” Cory Haik, the chief officer at Mic told the Digital Media Strategies USA audience last week.

Haik stood in front of a group of founders and CEOs of news organizations in New York to explained that most of Mic’s audience is looking for stories that “sway across the world”, stories that people all over the globe can resonate with.

The conversation began with a quirky video that Mic produced, which tries to identify who the average Millennial is, what they expect, and what they like. The consensus at the end of the short film was it’s too hard to explain.

Haik explained:

“Its not a homogenous group but there are similarities that we’ve definitely talked about and are thinking about. For example, climate change, LGBT rights, equal marriage, and legalization of marijuana are all things that Millennials tend to want to see. We don’t have to really overthink those.”

Bernie Sanders stories were trending on Mic before he was booted out of the race. Now, there’s lots of Trump traffic. In fact, the leading story on Mic at the time of writing was titled, “If He Wins, Donald Trump Will Be The Oldest President At Election In U.S. History.” Haik said:

“Millennials are past clickbait Trump articles. There are a lot of independents. We’re pretty split on our audience’s political views.”

About 70 percent of Mic’s consumers are 21 to 34, affluent, earning an average household income of about $96,000 per year. Eighty percent are educated, and 75 percent are mobile device savvy.

This new startup is growing fast, with 200 million video views on Facebook and 1 million plus people following its newsletter. Its newest addition is working toward more long form streaming. It has launched a new addition called “Hyper,” which gives you the top 10 best, highly produced video all in one place each day.

One of Mic’s recent successes called “23 Ways You Could Be Killed If You Are Black in America“, was led by Alicia Keys. It prompted dozens of celebrities to participate in a video shunning police brutality against African Americans.

“Mic exists to inform and empower our generation to have an impact,” Haik said.

By |2016-09-14T00:01:00+00:00September 14th, 2016|Analysis|Comments Off on How Mic builds its brand around social justice stories

About the Author: