How Vice Engages their Audience

Abrielle Rounds
2 min readOct 1, 2021


When you think of engaging an audience, who do you want to reach? The majority of people answering this question would probably say something along the lines of, “As many people as I can.” Well, in order to effectively reach the most amount of people possible, it only makes sense to maximize your platforms. Vice does a great job of reaching its audience by being available on many platforms, such as Snapchat, TikTok, Facebook, and Instagram. Each social media outlet also has its own kind of category of what news they post most for Vice, and this actually changes pertaining to the age of users on each social media.

For example, according to Wallaroo, in the United States, 60% of TikTok users are of the age 16–24, The majority being young adults, even kids. To get the most out of their engagement on TikTok, Vice uses techniques such as posting meme-related content and leans on the side of pop culture.

Example of meme-related content posted by VICE on TikTok.

Another great example of how Vice caters to their audience is shown on Facebook, where they post more of the hard news. According to Statista, the most popular age range using Facebook currently is from the ages 25–34. This also might be why Vice is putting less “memey” content out on Facebook and more real news, such as the post below.

We can also see Vice engaging their audience as shown in one of their campaigns, titled “ Massachusetts has executed more women for witchcraft than it’s elected to Congress”. This campaign specifically caught my attention due to the title. It is controversial, and leaves you wanting to find out more.

When reading through it, there are many techniques they use to capture and keep the audience engaged. For starters, their use of sources and quotes in their campaign helps build credibility and makes it come alive.

They also use a great number of videos embedded into the campaign. These videos link to Youtube that further talk about the situation.

Kelda Roys for Govenor Video Campaign linked in the article

When using quotes, they use larger text to emphasize them and make them stand out.

Example of a quote

In conclusion, I believe Vice does such a great job at engaging people because they know their audience. Knowing the specifics of your community can help anyone reach more people as well. This is why using multiple platforms to reach out to communities is important because as humans we all have different ways of communication. A link to the article is below.



Abrielle Rounds

CSUN Photojournalism student with a passion for telling stories through photos