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The Business of Content

Oct 26, 2022

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When the media outlet Roca News launched in the year 2020, it started creating just about every kind of content you can imagine. There was a newsletter, a podcast, and accounts on every single social media platform.


But this everything-but-the-kitchen sink approach didn’t seem to work, so the founders decided to focus mostly on a single platform: Instagram. Over the next two years, they leveraged Instagram’s visual storytelling features to deliver a digestible form of news to its young followers. This singular focus allowed it to grow to over 1.1 million followers.


Then, starting in 2022, it branched out into other mediums. It reinvested in its daily newsletter and also launched a TikTok account where it publishes more humorous, entertainment focused content. It also started building a dedicated mobile app, which it’s launching soon.


In this episode, I interviewed co-founder Max Towey about the Roca News origin story, its Instagram growth, and how it’s begun monetizing its content.