How Team Whistle Became a Video Juggernaut on Snapchat and TikTok

Sean Burch
·1-min read

You might not have noticed, but there’s a good chance Team Whistle is behind one of your favorite shows on social media. The digital media company, formerly known as Whistle Sports, has turned into a video powerhouse on a number of platforms, from Snapchat to TikTok to YouTube. Just last month, Team Whistle racked up 23 million viewers across its collection of Snapchat shows, and since January 2020 has nabbed 1.2 billion views on TikTok. Company execs told TheWrap Whistle’s digital success boils down to one key ingredient: paying attention to what its target audience wants. “We’re super data-driven,” Noah Weissman, Whistle’s VP of Content, told TheWrap. Over the last year, Weissman said, Team Whistle has “completely leaned into” using analytics to pinpoint what viewers ages 13 to 34 want to watch. When Whistle saw Google search results for pets spike during the pandemic, the company created new content to fit that demand. That led to the birth of “Meet the Pets,” a popular show that highlights the pups of Gen Z and millennial celebs, including “Cobra Kai” star Mary Mouser, San Antonio Spurs shooting guard Lonnie Walker IV and Loren Gray, a TikTok star with more than 50 million...

Read original story How Team Whistle Became a Video Juggernaut on Snapchat and TikTok At TheWrap