Overview

The South China Morning Post (SCMP) is a major voice delivering news and insights from Asia, reaching a global audience of nearly 5 million followers across YouTube and Instagram. They're a verified source, primarily focused on YouTube, bringing in-depth reporting and diverse perspectives on current events, politics, and culture. While their global ranking sits at #102,527, their strong CreatorDB score proves they're a significant player in the news and media landscape, offering a unique lens on the world.

Performance At A Glance

SCMP boasts a substantial audience of 4.89 million followers and they're steadily growing! While their 7-day growth is a modest 0.02%, they've achieved a healthy 2.33% growth over the last 90 days. Their fans are pretty engaged, with an average engagement rate of 1.45% across their content. Their CreatorDB score of 93/100 is excellent, indicating they're doing a fantastic job creating compelling content and connecting with their audience. Globally, they rank within the top 100% of creators, showcasing their wide reach.

What They Create

SCMP delivers a mix of news and opinion pieces, often focusing on current events, politics, and even some science & technology. They leverage both long-form YouTube videos and short-form content (YouTube Shorts and Instagram Reels) to reach diverse audiences. For example, their recent short on the "Japan ramen joint bans Chinese customers amid menu price row" exploded with over 210,000 views, showcasing their ability to capture attention with timely and sometimes controversial stories. On the video side, "Hong Kong police shoot and kill man wielding 30cm knife in Tuen Mun" garnered significant views, demonstrating their commitment to covering critical local events. Their content stands out because it offers a vital Asian perspective on global issues.

Why They're Great & Where They Can Grow

SCMP excels at delivering timely news, offering an Asian perspective, and engaging their audience with a mix of formats. One exciting opportunity they could explore is diving deeper into interactive content like Q&As with their journalists or running polls on trending news topics to boost engagement even further. Another area to explore is leveraging short-form content to drive traffic to longer-form in-depth video analysis.

Bottom Line

For brands looking to partner with a reputable news source with a global reach, SCMP is a solid choice. SCMP can further boost its engagement by experimenting with more interactive content formats.