Way2News founder-CEO Raju Vanapala on serving hyperlocal news for Bharat

In conversation with Adgully, Raju Vanapala, Founder & CEO of Way2News, shares his insights on the transformative journey of the news platform. From overcoming challenges in building agile editorial teams and developing AI systems for content verification to evolving into the largest engaged news app in Bharat, Way2News stands as a beacon of innovation in the digital news landscape. Vanapala delves into the platform’s commitment to inclusivity, user engagement strategies, and the unique benefits that set Way2News apart in the competitive realm of hyperlocal news apps. Additionally, he provides a deep dive into the platform’s approach to advertising, ensuring a balance between spending and return on investment (ROI) for advertisers. He also sheds light on the strategic brand conversion and hyperlocal initiatives that have shaped Way2News into a pioneering force in the regional news ecosystem. 

Could you share the key milestones and challenges that have shaped Way2News since its inception and how the platform has evolved over time?

Way2News has transformed from a mere short news app to a highly relevant, reliable, and relatable news app for the people of Bharat. This journey has been marked by several critical milestones, including achieving vernacular success in 2017, enabling UGC/ citizen journalism in 2018, full-fledged hyperlocal rollout in 2020, and emerging as the largest engaged news app in Bharat by 2022. Constant content innovations such as digital magazines, video storytelling, and AFPs have paved the way for Way2News to penetrate the real Bharat, emphasising our commitment to providing the best news experience to its users.

However, we encountered a few challenges at the beginning of our journey, notably in building agile, high-performance editorial teams that understand the dynamics of content on digital platforms and are driven by numbers. Another hurdle was to develop AI systems that can verify, validate, and empower a scale of 10,000 plus user-generated content stories in the vernacular. The third challenge was to combat fake news by building AI systems that quickly identify a fake story, fact-check it, and avoid damage. However, we tackled these challenges head-on, strategically recruiting and training our editorial teams, implementing innovative solutions for AI content verification, and deploying robust systems to swiftly identify and counter fake news. These efforts have not only strengthened our platform but also reinforced our commitment to delivering reliable and engaging news content to our users.

In your mission to make news more inclusive for the underserved, what specific strategies or initiatives have Way2News undertaken to disrupt traditional news models and cater to a broader audience?

At Way2News, our dedication to inclusivity is evident in the deliberate steps we have taken to shake up the traditional news landscape and ensure our platform resonates with a diverse audience. We actively curate a variety of content that reflects different perspectives and cultures, breaking away from the one-size-fits-all approach. Our commitment extends to hyper-localized efforts, supporting eight languages to meet the unique information needs of different communities. Collaborating with local journalists and content creators is a key aspect, amplifying voices that often go unnoticed by mainstream media. We are also big on user-generated content and encourage individuals to share their stories and drive a more participatory news experience. Technological enhancements, educational initiatives, and constant dialogue with our users are all part of our ongoing efforts to redefine news delivery for a more inclusive and informed public discourse.

At Way2News, we complement and extend the traditional news reading experience in the digital realm. Additionally, through citizen journalism, we empower individuals to actively contribute to news creation, ensuring that every voice and every story matters, thereby building a more inclusive news ecosystem.

Given the current landscape of hyperlocal news apps in India, what unique benefits does Way2News offer to users, and how does it stand out in comparison to other platforms in the market?

Being a hyperlocal news app, Way2News offers a unique range of hyperlocal stories from districts, mandals, and villages in India. The app takes pride in its diverse content curation, ensuring that users receive comprehensive and varied perspectives on local news. It offers news in multiple languages to cater to the diverse linguistic landscape of the country. Unlike its competitors, Way2News actively collaborates with community partners and local journalists to amplify region-specific voices, making its platform a true reflection of the communities it serves. Its emphasis on user-generated content promotes a participatory news experience, allowing users to contribute and engage with the stories that matter to them. The app leverages technology to enhance accessibility, ensuring a seamless and user-friendly experience. With its distinctive features, Way2News stands out as a hyperlocal news app that not only informs but actively involves users in the pulse of their local communities. This helped us create a network of local leaders, administrators, and influencers.

Could you provide insights into the comparative understanding of advertising spending and return on investment (ROI) within the regional news ecosystem and how Way2News aims to optimise this balance for advertisers?

In the intricate landscape of regional news advertising, Way2News is positioned to optimise the delicate balance between spending and return on investment for advertisers. According to recent data, regional news audiences are expanding rapidly, with a notable surge in diverse linguistic preferences. To address this challenge, we offer advertisers targeted and localized options, allowing for a more precise allocation of spending. In a comparative analysis, campaigns on Way2News have demonstrated a 19% increase in user engagement compared to traditional platforms, emphasising the platform’s efficacy in capturing regional audience attention.

Leveraging our data analytics, which reveals insights into user behaviours, we empower advertisers to make informed decisions, resulting in a substantial 15% improvement in ROI compared to industry averages. Moreover, we have been introducing innovative ad formats, such as interactive video content and immersive storytelling experiences, contributing to an impressive 23% boost in ad recall and customer retention. By seamlessly blending these elements, Way2News is more than just a regional news platform; it evolves into a dynamic advertising partner poised to deliver compelling results and a higher ROI for advertisers navigating the intricacies of regional markets.

With advertisers facing challenges in accessing a relevant consumer base, how does Way2News address these challenges and ensure that brands can effectively connect with their target audiences?

Navigating the challenge of reaching affluent Bharat, where advertisers often face limited options, Way2News employs a native and contextually targeted approach to ensure brands can effectively connect with their target audiences innovatively. Our platform's commitment to diverse content curation means that advertisements are placed in a context that resonates with the interests and preferences of our users.

We leverage our extensive localisation efforts to tailor advertising content to specific regions’ content units and languages, enhancing its relevance to local audiences.

By collaborating with brands and incorporating advertiser-funded programs, we create an engaged and participatory environment, allowing brands to connect with users on a more personal level.

Additionally, our data-driven insights and analytics enable advertisers to understand user behaviour, preferences, and trends, facilitating the creation of more targeted and impactful content-driven campaigns seasonally. Through these strategies, Way2News aims to provide advertisers with a platform beyond traditional advertising, fostering meaningful connections and maximizing the effectiveness of brand communication with the desired consumer base.

How does Way2News ensure higher visibility for brand communication compared to other platforms, and what measures are in place to prevent spillover, ensuring that brands reach their intended audience effectively?

Way2News employs a multifaceted approach to ensure higher visibility and effective communication for brands compared to other platforms. Through targeted advertising and contextual placement within diverse and localised content, we tailor brand messages natively to reach the most relevant audience, minimising spillover and enhancing engagement. Our commitment to localisation enables brands to run campaigns that resonate with specific regional or linguistic audiences, further optimising visibility. Comprehensive engagement metrics and analytics empower brands with insights to refine strategies and maximise impact. Additionally, our integration of user-generated content fosters a participatory environment, allowing brands to align with authentic user experiences.

In addition, we offer interactive and innovative solutions for brands, including immersive ad formats and creative engagement tools. This ensures that brand communication goes beyond traditional methods, capturing audiences and creating memorable brand experiences. This holistic approach sets us apart, offering brands a dynamic platform that not only ensures visibility, but also encourages meaningful and interactive connections with their target audience.

Could you elaborate on the impact and response that Mobisodes, especially the latest segment, ‘Amma Avakay’, has garnered from both the audience and brands, and how it contributes to the strategic brand conversion and hyperlocal engagement?

The rising popularity of mobile in Bharat, fueled by the hunger for entertainment, has led to the need to create Mobile Episodes aka Mobisodes such as Amma Avakay. Brands, recognising the need for seamless integration in the video category, have found success in Mobisodes, particularly the latest segment. ‘Amma Avakay’ has proven impactful, engaging audiences and fostering strong brand connections. Designed for mobile consumption, Mobisodes offer accessibility and convenience, aligning with the short-form content trend and capturing the attention of audiences on the go. Brands leverage this platform by integrating storytelling elements that emotionally connect with viewers, subtly conveying brand messages for potential conversion.

Incorporating interactive features and clear calls to action further enhance engagement and guide viewers towards desired outcomes. Moreover, Mobisodes provide a strategic avenue for hyperlocal engagement, allowing customisation to specific locales and collaboration with local influencers, creating a more personalised and resonant viewer experience. The success of Mobisodes lies in their ability to craft compelling narratives, align with cultural contexts, and adapt to evolving audience preferences, contributing to strategic brand conversion and hyperlocal engagement.