Another early decision that has been essential was to create a “young newsroom, to speak to a young audience,” he said. We adapted journalism to the habits of social audiences, instead of asking audiences to adapt to us.” Mélou said this is “probably the most valuable asset” for a media company today, especially on social media. While studies show that only 31 percent of French people trust traditional news media, Brut’s own research shows that 86 percent believe that their videos are trustworthy. And I think that’s one of the biggest shifts happening in media today, especially for media on social platforms,” Mélou said.