After nearly eight years of refining a social-first newsroom built on short-form Instagram explainers and audience trust, former CNN correspondent and News Not Noise founder Jessica Yellin said she’s turning her focus to longer-form video on platforms like YouTube.
The shift serves both to shield her audience from low-quality AI content and to meet a rising demand for deeper, more substantive stories.
“We want to do more long-form content because audiences are demanding that deeper connection and more context,” Yellin said onstage at ADWEEK’s Social Media Week on Wednesday, April 15.
Instagram will still serve as Yellin’s “top of funnel,” with stories there optimized for “short, breaking content,” while also functioning as a space for direct audience interaction.
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