The driving idea behind MS NOW’s TikTok and YouTube strategy was to extend the depth, authenticity, and immediacy of our journalism into the spaces where audiences are most actively engaging with news: short-form, personality-driven, and on-demand platforms. We set out to humanize the political moment, create transparency around power, and make complex stories, about immigration, democracy, and accountability, more personal and accessible through innovative digital storytelling.
On TikTok, our highlights ranged from deeply human narratives like The Story of Nory Sontay Ramos and Meet the furloughed federal worker running a hot dog stand to sharper, issue-driven clips exposing misinformation or government overreach, such as Trump posts AI video of himself touting fake medical breakthrough and Aggressive DHS immigration arrest videos draw criticism. Each piece was crafted to connect emotionally, spark conversation, and elevate the lived experiences behind headlines.
On YouTube, the goal expanded: to transform the platform into a destination for both immediacy and depth. Projects like It’s Happening with Velshi and Ruhle, The Blueprint, and The Best People with Nicolle Wallace invited audiences into real-time analysis, longform dialogue, and live community interaction. We invested in experimental formats, from virtual reality coverage of the Supreme Court to extended conversations like Ari Melber’s Summit Series, to break traditional boundaries between broadcast news and digital experience.
Together, these efforts aimed to redefine how trusted journalism can thrive in a multiplatform, participatory media landscape: one that informs, connects, and empowers audiences across generations.
We brought MSNBC NOW YouTube and TikTok to life through a deliberate, multi-platform strategy designed to meet audiences where they are, while staying true to the depth and integrity of our journalism. Our plan of action centered on three key goals: transforming traditional news into digital-native storytelling, leveraging our trusted journalists and brand credibility, and fostering real-time engagement through innovative formats.
The Plan and Execution
We began by building dedicated digital production teams for both TikTok and YouTube, each with a distinct tone and storytelling rhythm. On TikTok, the approach was emotional immediacy. Short videos like The Story of Nory Sontay Ramos and Children in North Carolina Scared of ICE used raw, character-driven narratives to humanize complex policy debates. Our content combined original reporting, creative visual treatments, and fast, intuitive editing styles tailored to the platform’s scroll habits.
YouTube, meanwhile, became our space for depth and connection. We developed signature properties such as The Blueprint, The Best People with Nicolle Wallace, and Ari Melber’s Summit Series, each optimized for longer watch times and community interaction. We integrated live Q&As, real-time coverage, and experimental formats, showcasing how innovation could enhance viewer understanding rather than distract from it.
Key Features
Challenges and How We Overcame Them
One of our greatest challenges was maintaining editorial rigor in spaces that reward brevity and entertainment. We overcame this by investing in digital-native journalists and fact-checking processes tailored to speed and accuracy in short-form publishing.
Another challenge was bridging tone. This meant balancing the authority of MS NOW’s broadcast voice with the authenticity demanded by TikTok and YouTube. We tested, refined, and evolved our voice: using humor and informality where appropriate, but never sacrificing credibility.
Finally, we faced the challenge of building cross-team collaboration between traditional TV producers and digital storytellers. Through shared editorial meetings and integrated production workflows, we broke silos and ensured that MSNBC’s journalistic excellence infused every frame, whether vertical or widescreen.
What Makes It Unique
MS NOW on YouTube and TikTok are not just digital adaptations. They are digital reinvention. We didn’t simply bring our news to new platforms; we reimagined what news storytelling could look and sound like in real time. Through empathy, experimentation, and consistency of purpose, we proved that serious journalism can engage, inspire, and thrive alongside the conversational culture of social media.
MS NOW’s TikTok and YouTube succeeded because the team understood that modern, digital-first audiences care not just about what is said, but how and where it’s told. By blending credibility and urgency with creativity and platform fluency, MS NOW made serious journalism feel accessible, relevant, and engaging.
First, the team prioritized authentic, platform-native storytelling over traditional broadcasting. Rather than repurposing cable clips, MS NOW produced original, short-form content that led with empathy and immediacy, helping complex political and social issues resonate on a human level.
Second, MS NOW made smart use of talent and access. Shows like Velshi and Ruhle went beyond on-air moments, giving audiences a behind-the-scenes, conversational experience. This integration of trusted anchors with digital-first storytelling balanced authority with approachability.
Third, the team consistently experimented with formats and interactivity. Live Q&As and innovative Supreme Court coverage transformed passive viewing into active participation, deepening audience engagement. Most recently, we broadcast Jack Smith’s hearing before congress Live on YouTube with running commentary and fact checking from a rotating group of legal and political experts.
Finally, all content was anchored in purpose-driven journalism. From countering misinformation to highlighting immigration stories and civic engagement, each video reinforced MS NOW’s mission of accountability and democracy.
In 2025, TikTok followers grew 68% (4.1M to 6.9M) with 4.0B views, while YouTube grew 24% (7.6M to 9.4M) with 3.8B views. MS NOW became the second most-watched news network of the year, outperforming ABC, CBS, and NBC News combined.