Video from the Loopsider website showing a music producer beaten by police officers in his studio weighed in on the debate around Article 24 of the Comprehensive Security Bill to frame footage of law enforcement in action .
The video, which is around 27 million views, has put this young medium in the spotlight.
Often compared to its Brut or AJ + competitors, Loopsider specializes in content for social networks.
Its director, Johan Hufnagel, worked for a long time for news sites, like Liberation after Slate or 20 Minutes, which he created.
“I had the idea for this concept with Giuseppe de Martino in 2012 but we launched it in 2018. We go where the public is: on the platforms.
These are the ones who do not consume the information from newspapers or television.
This will explode in the years to come, notably through TikTok, ”he predicts, welcoming us to their editorial office located in the 2nd arrondissement of Paris.
A survey by @davidperrotin
- Loopsider (@Loopsidernews) November 26, 2020
In the premises on three floors, a series of computers spread out between decorative boxes not yet cleared.
Buzz Lightyear and various objects sleep in trunks.
A few green plants exude a little color in the immaculate rooms.
“We just moved,” apologizes our host.
Behind a bay window, the team of journalists, an average of 25 years old, produces about twenty videos per week.
“We are a small structure, with 6 permanent staff and 20 freelancers.
The reporter handles everything from script to directing.
"Committed but not activists"
In the team, David Perrotin, at the origin of the video on Michel Zecler, the producer beaten.
"I did not go steal the images in a parking lot," smiles the latter, behind his black mask.
I had previously worked with the lawyer defending the victim.
It was she who contacted me.
I had access to private surveillance video.
I quickly noticed that the police version was false.
The prosecutor's office opened an investigation and dismissed the violence.
Usually it doesn't happen that quickly.
But it is above all the first time that an interpellation has been traced from A to Z in images.
This had never happened in a case of police violence.
"I find it beneficial to reach young people who will never go watch the 20 Hours or buy a newspaper," adds the journalist, who is working on the outcome of the case.
I am preparing a video on the passivity of the police which will be released in the coming days.
Johan Hufnagel, managing editor of the Loopsider news site.
LP / Philippe de Poulpiquet
Loopsider addresses other committed themes such as the environment, feminism or the international through videos shared on the networks.
“We offer solution journalism with subjects that unite and not that divide.
For example, we never deal with political strategy.
We are committed but not activists.
We get 1.5 billion views per year, which places us in the Top 3 of news media on networks, ”resumes Johan Hufnagel, smiling.
The team is also made up of 4 to 6 “data scientists”, analysts who know how to anticipate what works on the networks.
“They help us perfect our content for platform algorithms.
They allow us to measure what content yields: like, subscriber or audience.
They process 500,000 data every day!
Thanks to their expertise, we analyze the feelings of our public according to the subject, ”adds the owner of the site.
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But no question of deviating from the quality for "buzzer" at all costs.
“Even if we sometimes offer light content like the video of the kangaroo on a bicycle, we want to show that virality can go with in-depth content!
», Explains the manager.
With this format of short videos, Loopsider reaches young adults.
“Our core target on Facebook is a woman of around 35, 18-24 year olds on Instagram, 17-20 on Snapchat and teenagers on TikTok.
We have not yet invested in YouTube but we are considering working on other platforms such as Netflix.
The media is aiming for profitability in 2021. “Image information on platforms implies free access.
Our model is based on advertisements and part of productions for partners.
We are not run by billionaire shareholders, which gives us freedom even if we are not the biggest on the market.
The year 2020 has not been easy because of the Covid.
We have muted developments.
But we have already launched Period, a women's media on Instagram, and we will launch others in 2021, ”predicts Johan Hufnagel.