At Morning Brew, we see a simple truth: people already go to social for news, but that doesn't mean they want walls of text, bullet lists, or anxiety-inducing, clickbaity headlines. They want clarity, meaning, and something they actually enjoy consuming. In 2025 more than half of U.S. adults say they at least sometimes get news from social platforms, according to Pew Research Center, making feeds a primary destination for discovery and context.
We deliver social news that feels native, human, and undeniably Brew. We start with a consistent editorial strategy that defines the lanes we play in and the voice we bring. Then we build formats for each platform -- fast, digestible breakdowns on TikTok and Instagram, deeper context on YouTube, and discussion-ready clips that audiences want to share and talk about. Across all of it is a tone that's conversational, confident, and clear so that even the most complex business stories feel relatable and valuable.
To that end, our execution is always creator-first. Our hosts and editors aren’t just reading scripts. They’re the people audiences trust, making social content feel like a conversation with someone who gets it, not a broadcast at you.
And because of that, audiences don’t just scroll past us. They rely on Morning Brew. And we've seen that habitual consumption rise as people gravitate to the way we inform and entertain in equal measure.
At Morning Brew, we treat social as an editorial product, not a promotional add-on. Our approach is grounded in the fact that if people are going to spend time with news on social, it should feel worth it.
In a fragmented media ecosystem filled with infinite scroll and forgettable content, we focus on delivering business news in formats that are clear, engaging, and native to how people actually use each platform.
Execution always begins with alignment. Our newsletter writers, video producers, and social editors work together every day to shape coverage from the start, not at the end. That collaboration ensures our signature tone stays consistent and gives social teams the freedom to create platform-specific formats rather than recycling content. The result is social storytelling that feels intentional everywhere it shows up and consistently Brew, wherever you find us.
On shortform video channels, we lean into digestible video breakdowns and personality-forward explainers and comedy sketches that make complex business stories approachable. On platforms like X, we focus on real-time updates and conversation-driven posts that add to the discourse and stoke curiosity. While our formats vary, the goal is always the same: clarity first, confidence in our voice, and no wasted time for the audience.
A key feature of our approach is being creator-first. Our social team is not just delivering facts. They're trusted guides who help audiences understand what matters and why. That always-on human layer is what turns passerby into people who rely on Brew as part of their daily routine.
But scaling that strategy comes with challenges. Producing high-quality, platform-specific content every day without diluting voice requires structure, but it also demands flexibility. We built clear workflows, shared standards, and fast feedback loops so teams can move quickly and stay aligned. Just as important, we designed those systems to leave room for creator judgment and instinct.
That flexibility is critical because culture doesn’t wait. Our creators are empowered to spot stories they know our audience will care about, even before they dominate the news cycle. And when big moments hit, we move at the speed of the feed. Scripts get written on subway rides. Videos get shot on iPhones. Sometimes one person is researching, writing, filming, and publishing in a single stretch so that we can show up with context while the conversation is still happening.
Another challenge was balancing entertainment with credibility. Social rewards personality and pace, but trust is earned through clarity and context. We solved this by grounding every story in strong reporting and editorial review, making sure humor, visuals, and creative choices always serve understanding. The goal is never just to be entertaining. It’s to make people feel smarter.
What makes our execution unique is that balance. We've built a social news engine that combines discipline with instinct, allowing us to move fast, stay human, and remain unmistakably us wherever we show up.
Our follower count increased 16% year-over-year to 5.2M cross-platform followers. Our social content drove 1.5 billion impressions in 2025, a 26% increase YoY. Our social videos connected with new audiences on LinkedIn, where several videos focused on work life went viral among the platforms professional user base. Our image-based content saw massive success on Facebook and Instagram, leading us to invest in leveling up our carousel strategy with bespoke graphics.
81% of our social audience is 18-44, up three percentage points from 2024 – we’re connecting with consumers that traditional media businesses have struggled to reach on the same social platforms more effectively than ever.
We continue to push the boundaries of what business news content can look like on social, covering major business events like NVIDIA GTC on the ground, experimenting with new filmmaking techniques, and leveling up our data storytelling. Our industry peers are taking note – our social content has earned coverage in outlets like AdWeek, Teen Vogue, Feed Me, Link in Bio, and The Publish Press. As Morning Brew creator Macy Gilliam told Teen Vogue, “Young people like to follow people; they don't really like to follow brands. We are people at the brand, so it's…bridging the gap.”