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A 180-year-old magazine is thriving with vertical video. And the way they did it is not what you'd expect.

In this episode, I'm talking to Liv Moloney, Head of Video at The Economist, about the full journey — from launching on TikTok in 2022 with a single video editor to 360 million video views across platforms in 2025, and then bringing it all back into their own app.

We talk about why The Economist took TikTok seriously when many legacy newsrooms still dismissed it, how they navigate putting individual faces on camera in a publication famous for having no bylines, who's actually watching (younger and more female than you'd think), and whether vertical video is really a "young audience play" — or something much bigger.

This conversation was originally recorded as a live INMA Young Audiences Initiative webinar. Listen, share, subscribe! More infos about the International Media Association and the Young Audiences Initiative supported by Knight Foundation at inma.org

Guest: Liv Moloney, Head of Video, The Economist

Host: Kerstin Hasse, Young Audiences Initiative Lead, INMA

How The Economist Cracked Vertical Video — From TikTok Launch to Subscriber Strategy