The design of social media news formats aimed at the millennial audience. The case of PlayGround´s Videonews

Abstract

PlayGround is a digital medium aimed at the millennial audience which uses a format adapted to internet news consumption habits. In the last few years it has built a characteristic rhetoric using the native video format for Facebook, resulting in more than 13 million followers on social media and 600 million views a month. Following an analysis of the features of the format and how it has evolved, while also considering the audience´s consumption habits, our data reveals that the media are highly dependent on the channel in which their content is broadcast. The discussion considers how the format should evolve bearing in mind the constantly changing interests and requirements of social networks as they search to monetize their audience.