Inside The YouTube Content Strategy Of LiveMint

Sundeep Khanna Executive Editor at LiveMint shares how the publication has focused on YouTube, the content strategy, Facebook videos and the road ahead.


Last week the nation or rather the media was busy revealing the different layers of Indrani Mukerjea’s personal life. Wife of former Star India Chief Peter Mukerjea, is right now behind bars for masterminding the brutal killing of her daughter Sheena Bora. Killed in 2012, Sheena was Indrani’s daughter from an earlier marriage.

The gruesome and potboiler murder mystery captured most of the prime time shows on TV and the social media trends. But this isn’t the first case in murder mysteries that have caught the media limelight as well as the common man’s interest. The Arushi murder case is still debated in all quarters and the last we’ve heard Bollywood is trying to give it one more shot.

The below 2-minute video unravels four more murder mysteries like the present Sheena Bora case that gripped the nation.


This listicle based quick consumption video is the latest add-on to the Features playlist of LiveMint’s YouTube channel. Subsequently the video gets uploaded on Facebook where the publication has more than 141K fans and the YouTube video is also embedded on the web portal under the Multimedia category.

LiveMint, India’s second largest business newspaper published by HT Media Ltd, the Delhi-based media group had launched its channel way back in 2008. Today with more than 7000 video uploads it has gained more than 4000 subscribers helping it to clock over 2 million views.

“Mint realized early in the game that a lot of news stories are best told in an audio-visual medium. At that time, YouTube was emerging as the destination for people seeking well-made videos incorporating news and opinions. The objective then became to use the reach provided by YouTube to draw traffic to the LiveMint site by placing selected well-made videos,” shared Sundeep Khanna Executive Editor at LiveMint in an email conversation with Lighthouse Insights.

Initially videos were complementing the textual stories the publication was carrying out. However as video started gaining acceptance in the country, the YouTube content strategy of LiveMint also evolved. “Initially the idea was to tell the part of the story that lent itself best to a audio-visual format, through a video. Over time now, we see videos as standalone stories with their own dynamic and a distinct audience.”

Even though LiveMint isn’t a full-fledged television producer, the small bunch of very talented young people numbering just 10 has been able to produce a variety of video content. From producing regular videos on current happenings which are basically shorter videos, focus has also been given to producing long form videos. The below 8-minute video, for instance, is an interaction with Vishal Sikka on the future of Infosys.


Additionally, the YouTube channel also provides videos for different tastes. There are the much popular listicle videos and there are videos focusing on the tech side added under the Lounge playlist. The below video posted 3 weeks ago in the Lounge section is a comparison between LG Urbane and Moto 360 watch.


Apart from this another type of content that got me interested were the videos around data stories. Sundeep shared that data stories are the most read stories so videos around them are a part of their core offering. The recent video on ‘Hiroshima: 70 years later’ is one such example with 30 similar data stories already uploaded. These videos bring the power of story telling and data together in a simplistic form.


“One of the things the digital medium has taught us is not to second-guess audiences. As a producer of original content we need to make sure our videos suite is eclectic and addresses all the areas we cover – business as well as the business of life.”

Along with producing original content, the publisher has so far relied on organic growth resulting in a steady growth. Social media has done its bit in spreading the content but Sundeep believes that eventually the content has to score on newsworthiness and quality.

Interestingly, LiveMint has been playing with video platforms with a focus on Facebook as well as YouTube. The deliberate strategy of positioning some of the videos exclusively on Facebook has fetched positive results too. “From what we have seen so far, these native videos on Facebook are performing very well for us.”

With the increasing demand in mobile video consumption, LiveMint wants to focus on other niche areas too with its present set of content. “We will create more content on consumer technologies as well as issues related to executive health and well-being. These are areas in which people like to see and hear.”