During the course of 2017 Repubblica TV’s Facebook community increased dramatically. This is due to a new strategy adopted in February 2017, when we started posting native videos rather than sharing links to our website.

1. Social media strategy
Repubblica TV

2. Repubblica TV’s social strategy
FROM LINK TO NATIVE
During the course of 2017 Repubblica TV’s
Facebook community increased dramatically.
This is due to a new strategy adopted in
February 2017, when we started posting
native videos rather than sharing links to our
website.
We also managed this Facebook page
focusing on particular issues and topics like
civil rights, environment and women
empowerment to reach a younger and more
gender balanced user base.
Moreover, we did not exclusively post videos
from our main website (la Repubblica) but we
also focused on producing a series of contents
tailored for a social audience.
Finally, we got help from other pages of the Gedi
media company, that cross posted our content
boosting the page as a whole.
In this way, we nearly doubled our fans in 9
months and reached millions of people every
week.

3. 268,800
Number of total fans
2,2%
Average daily engagement rate
1,3%
Average weekly growth rate

4. 117,210
New fans since February 2017 +78%
Repubblica TV did not spend a single dollar to increase its community through adv

5. 86,094
Average “People Talking About This” every month

6. Place your screenshot here
Repubblica TV’s Case History
PROF IN TRINCEA - EP. 1
This video is the first episode of a series called “Prof
in Trincea”, which deals with stories of problematic
schools all over Italy. The first episode is set in a
primary school in the Zen, a suburb of Palermo
(Sicily).
The video was posted natively 4 months after its first
publication on La Repubblica’s website. It has been
watched by more than 5 million people, while on the
website it had garnered just 70k views.
After its publication, an international fundraising was
started to help with opening a new school laboratory.
Views: 2,5 mlnReach: 5,7 mln Eng: 137K
Click on the screen
to watch the video

7. Place your screenshot here
Repubblica TV’s Case History
PROF IN TRINCEA - EP. 2
The remarkable reaction to the first episode
convinced us to publish the whole series on
Facebook, posting one episode every week.
The data regarding the second episode, set in
Scampia (Naples), shows a huge increase both in
terms of reach and views. It peaked at nearly 8
million people and was watched by over 3,3 mln,
with a rise of 3,2 mln and 800K respectively.
All the episodes were posted natively adding
dynamic subtitles (using an .srt file) to make them
easier to watch on Facebook.
Views: 3,3 mlnReach: 7,9 mln Eng: 110K
Click on the screen
to watch the video

8. Place your screenshot here
Repubblica TV’s Case History
SQUARE INTERVIEWS
Square Interviews is a video series designed
specifically for social networks. It is meant to give
short, yet deep insight into people’s everyday life.
Interviews of individuals who share similar life
experiences, jobs and social struggles are weaved
together to create a seamless narrative, as if it was
one life, one job, one social struggle.
This episode, in which a group of teenagers recount
how they faced a cancer diagnosis, has been the
most watched and shared of the entire series.
Views: 976KReach: 3,6 mln Eng: 30K
Click on the screen
to watch the video

9. Place your screenshot here
Repubblica TV’s Case History
VIRAL STORIES
Everyday we produce several videos to cover news,
editing our content for a social audience. We went
viral with many videos covering different issues, from
politics to gender equality.
The highest performing video of 2017 is the story of
the bullied kid Keaton Jones: it reached 10 million
people in just 3 days.
Views: 3,6 mlnReach: 10 mln Eng: 131K
Click on the screen
to watch the video

10. Place your screenshot here
Repubblica TV’s Case History
IUS SOLI CAMPAIGN
During 2017 there was an ongoing discussion on a
legislative proposal to give immigrant children the
Italian citizenship. Repubblica TV took part in the
discussion publishing a video with interviews to those
children who could receive the citizenship if the law
was approved.
The video happened to be one of the top engaging of
the year, with a good rate of positive comments
relating to such a controversial issue.
Views: 1,3 mlnReach: 5,4 mln Eng: 93,5K
Click on the screen
to watch the video