Best Practices for Building a Lead Magnet Strategy

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Some actors who have worked at Brut think that people are fed up with embodied journalism. I don’t completely believe it. Embodied journalism is coming back – Salomé Saqué, Hugo Clément, Paloma Moritz. There was a lull that allowed new faces to emerge. Brut, like Loopsider, decided to bet on disembodied, smooth journalism, for the sake of efficiency. In a minute, it is easier to make a little meme, a quickly made graphic… The tone given to the videos is also quite particular.


It is a question of not being ironic... This is a technical reasoning: the austria telegram nature of exchanges on social networks would change the way content is received. If on television, the second degree is well received, it would be much less so on Facebook. What works is the first degree. That is to say a spirit far from that of the “Petit Journal”, where the founders come from.


Media players realize that it is better to do something that is clear in its intention and not double-edged on social networks to be received as well as possible. While the editorial line is largely based on community feedback, it is also based on consultation metrics. What is more important? How is this management experienced by the editorial team? The data teams began to intervene between 2019 and 2020 at Brut, helping to streamline the collection of metrics on the one hand, and the monitoring of networks on the other.