Speaking, Marta Planells, vice president of Digital News and Steaming at Telemundo. At center, Andrés D'Alessandro, executive director of ADEPA, Argentina and master of ceremonies at SIPConnect 2025. At right, Ramin Beheshti, president and co-founder of The News Movement.
Miami (July 17, 2025) - Marta Planells, vice president of Digital News and Streaming at Telemundo, and Ramin Beheshti, president and co-founder of The News Movement, shared at the SIPConnect 2025 conference the strategies with which they have managed to build loyalty among younger audiences, something that represents a challenge for the news industry.
Planells explained that, in Telemundo's case, they are reaching younger audiences through a multiplatform approach that includes the web, an app, various social networks and a streaming channel that is on the air 24 hours a day. "This implies that content production must also be multiplatform. We cannot copy content from the web to the networks, nor from one network to the others," said the executive.
This is complemented by breaking news and live content. “You have to know when to leverage that traditional content for the networks,” the executive stressed.
Another element that has allowed them to reach a larger audience has been to actively work on growing their journalists' accounts as well. "We put talented people to try new formats to create more colloquial content. This has helped us to have 10.9 million followers on TikTok," he noted. That strong presence on TikTok has led them to gain traffic and users on other platforms. “We see how people come because they saw us first on TikTok,” Planells said.
Telemundo focuses on video because it is where they have found greater consumption and growth, not only among young audiences. By having a multidisciplinary team, this strategy has required them to be trained not only to produce videos, but also to do so on different platforms. "Storytelling must be short and emotional, that's what works now in networks. The algorithm is a reality and we must take advantage of it. It is something we are implementing with AI, we pass a traditional note through the tool and ask it to generate a short and effective version for social media... we do not make a copy-paste, but we apply editorial criteria, which has helped us to transition," he explained.
Authenticity and immediacy, he added, is about telling stories in a close way, “to be the first but to come out well”. “Good journalism can be done in social networks, the same principles apply,” he added.
For his part, Ramin Beheshti, president and co-founder of The News Movement, told how he went from working in traditional media companies to create this platform three years ago, where the bet is to link exclusively with young audiences, under 35 years old.
“We saw that the future is in mobile, and that we had to respond to the expectations of audiences and the way in which they consume content, which have changed radically,” he said.
With a presence in the United Kingdom and the United States, The News Movement produces breaking news, investigations, and culture-focused stories. They have three brands: The Recount, specializing in politics; The News Movement (TNM) for general news, and Capsule, a newsletter focused on the female audience. "We have more than 2 million subscribers, but for us the most important fact is that we reach 100 million people every month with our content, with an engagement rate of 9%. For a company that was created three years ago, we have shown that this level of engagement can be achieved with news content," he said.
The philosophy of this project includes accessible storytelling, meeting audiences where they are, and maintaining high quality standards in journalistic work.to find their stories, they use social listening, their own data, and feedback. The structure of the pieces they produce is based on what they call “HIPPO” -hook, intrigue, pace, pay off-, which is linked to the hook or first few seconds, followed by a question or contradiction, then arriving at the explanation and, finally, the conclusion, or what the audience is left with after seeing the story.
"We also experimented with formats. Borrowing from the native formats of social networks to challenge ourselves in how the news is seen and how we tell it. The production is specific to each type of platform," he commented. Similarly, they work with content creators to improve their coverage and build credibility. They offer them editorial guidelines to help them improve what they do, to produce higher quality content, while creators bring their expertise in storytelling, as well as their own audiences and ideas.
Finally, to ensure the success of their strategies, they have teams measuring metrics on each platform and making the necessary optimizations. “We are also developing our own metric, called the movement metric,” Beheshti announced.
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