Emily Schario, Director of Multimedia Storytelling & Head of Content, The B-side, USA
October 29, 2025 Case no. 35
Audience Development
Attracting young readers in social: the B-Side’s Instagram / TikTok playbook
Back by popular demand! Emily Schario, the brains behind Boston Globe’s The B-Side, which delivers daily hyperlocal news aimed at young people, joins us again. In her first Innovate Local webinar back in March this year, she talked about the broader strategy and execution behind B-Side's success story in newsletters and socialhope media, and answered more questions than we’ve ever had in a webinar. This time, her focus will be specifically on how her team plans and produces their engaging content on Instagram and TikTok – the types of stories they focus on, the formats, what works and what doesn’t and how you achieve authenticity.
Presented by Emily Schario, Director of Multimedia Storytelling & Head of Content, The B-side, USA
Click the image to watch the webinar! (For first time visitors to the WAN-IFRA Knowledge Hub there will be an initial registration step.)
By Cecilia Campbell
Write-up coming!
The presentation, useful links and contact information
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The webinar presentation can be downloaded here.
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The contact information of the presenter of the case: Emily Schario
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e-mail: emily.schario@globe.com
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The web site of The B-Side
You are welcome to contact the WAN-IFRA Innovate Local team,
if you have questions or examples of similar cases.
Cecilia Campbell: c.campbell@wan-ifra.org
Niklas Jonason: n.jonason@wan-ifra.org