Roka News's app addresses news avoidance by reframing consumption as a game. By incorporating elements like quizzes and points—a model they call 'Duolingo for news'—they turn a perceived chore into a rewarding, habit-forming daily activity for their audience.
Roka News succeeded on Instagram by packaging news into 'Quick Cards'—visually appealing, swipeable summaries with meme-like covers. This treated news as native platform content designed to compete for attention with entertainment, not just other news outlets.
Roka News founders reflect that their biggest failures occurred when they tried to copy established media models. Their greatest successes, like their on-the-ground YouTube documentaries, came from executing on their unique, original instincts, even if it took years to realize them.
Roka News intentionally uses a lean, two-person team (host and videographer) for its documentaries. This is a content strategy, not just for efficiency. A minimal crew fosters more organic and honest conversations, as subjects are less intimidated than they would be by a large production.
Roka News built its YouTube channel not by chasing sensationalism, but by finding authentic human stories in ordinary American towns. They operate on the premise that every place holds fascinating characters, proving a compelling narrative doesn't require a superlative 'hook.'
Before having a large following, Roka News successfully booked high-profile guests by pitching the idea of their target audience: 'the politically disaffected middle.' This showed guests the value of reaching a specific, desirable demographic, even when the audience size was still small.
Roka News diversified beyond its initial Instagram success into a five-pillar business: Instagram, free/paid newsletters, a subscription app, and YouTube. Content is repurposed and shared across these platforms, allowing them to reach different audience preferences and create multiple revenue streams.
Roka News's founders built their initial media skills and network by taking over a neglected podcast at their think tank employer. This provided a low-risk environment to experiment and gain access to high-profile guests, which gave them the confidence to launch their own venture.
Roka News maintains a consistent video publishing schedule through content batching. A team spends a full week in one location filming multiple stories. This single trip generates enough raw footage for a videographer to edit and release a steady stream of content over the following 6-7 weeks.
Roka News chose profitability over further VC funding, recognizing a fundamental misalignment. Even successful news media exits, like Morning Brew's $75M sale, are considered small outcomes for VCs. This pressure for unicorn-scale returns can corrupt a news organization's mission and independence.