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The Texas Tribune
Andy Alford

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919 Congress Ave.
Austin Texas United States 78701


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Audience Producer

Job ID: 70493
Job Views: 1035
Location: Austin, Texas, United States
Postal Code:
Job Category: Online | New Media
Employment Type: Full time
Posted: 01.30.2024

Job Description

The Texas Tribune, the state’s go-to source for Texas politics and public policy news, is hiring a dynamic and creative audience producer specializing in short-form video to help the Tribune connect with audiences on social media.

The audience producer plays a crucial role on the audience team, expanding the reach and engagement of content to attract new readers and engaging our audience across various social media platforms, including Reddit, TikTok and Instagram reels. We’re looking for a strategic and innovative thinker who can develop and execute content strategies to enhance our brand presence, increase audience engagement, drive traffic to our digital platforms and contribute to the production of The Brief newsletter.

We’re looking for someone who can partner with the rest of the audience team to identify communities we aren’t reaching and the journalism needed to reach and serve those readers in off-platform social spaces. You're open and willing to contribute to creative solutions as we scale to reach more Texans who are underserved by news organizations, like identifying opportunities for collaborations, new distribution channels and novel projects that can help redefine what it means to audience engagement in a community-centered manner — especially for other nonprofit news organizations that look to the Tribune as a model on how to do this work.

The right candidate can take an obscure policy development and explain why it matters in 280 characters or less. You know how to humanize policy issues for social readers. You have an eye for shareable headlines, strong quotes and eyebrow-raising data points. You like talking to readers, answering their questions and taking constructive feedback. You work well with others and are comfortable prioritizing inbound requests from multiple different teams.

Minimum annual salary is $55,000.

Location and Schedule

This position is based in the Austin area. The Texas Tribune office is located in downtown Austin, steps away from the Texas Capitol building. This role requires regular work in the office but also offers flexibility for frequent remote work. Work schedule: Sunday to Thursday, with occasional work on holidays.


  • Develop and execute a comprehensive social media strategy to increase The Texas Tribune's visibility on platforms such as TikTok. 
  • Identify trending topics and formats on TikTok and Instagram reels to stay relevant and engage with the audience.
  • Take charge of the creative and technical aspects of video production, overseeing the process from inception to completion. This includes scriptwriting and editing, collaborating with reporters, editors and photojournalists to acquire visual assets, and creating necessary still and motion graphics.
  • Define and maintain our workflow processes and systems to ensure a consistent weekly production of video content.
  • Collaborate with the visuals and design teams on templates and specific projects.
  • Create engaging and shareable content that aligns with the organization's editorial standards and resonates with readers. 
  • Monitor social media channels for trends, news and audience feedback to inform content creation and engagement strategies. 
  • Foster a sense of community among our audience through regular and meaningful interactions. 
  • Assist in producing The Brief newsletter, ensuring timely and relevant delivery of curated news and analysis to our subscribers. 
  • Collaborate with editors and writers to develop compelling newsletter content that aligns with our audience's interests. 
  • Monitor and analyze newsletter performance metrics, providing insights to optimize future editions.
  • Analyze audience data and engagement metrics to assess the performance of short-form video and other strategies.

Job Requirements

  • 1-3 years experience in social media management, with a strong track record of building and engaging online communities. Familiarity with various social media platforms, especially TikTok and Instagram reels, and a keen understanding of their respective audiences. Experience in newsroom environment a plus.
  • Proficiency in video editing software such as Adobe Premiere Pro or other relevant tools is essential. A strong understanding of video composition, pacing, and storytelling is crucial.
  • Familiarity with social media analytics tools to track the performance of videos and make data-informed decisions to improve engagement.
  • A solid understanding of current events and news trends and the ability to translate complex news stories into concise and engaging short-form videos.
  • Excellent writing and editing skills, with the ability to craft compelling and concise content tailored for diverse platforms. 
  • Strong organizational and multitasking abilities, with an attention to detail and a commitment to meeting deadlines. 
  • Experience with newsletter production and email marketing tools is desirable.
  • Experience with tools like Crowdtangle, Google Analytics, and social media management applications like Sprout Social. 
  • The ability to generate creative and visually appealing content that aligns with the newsroom's brand and resonates with readers.
  • Effective communication is crucial for collaborating with other team members, understanding editorial guidelines, and presenting ideas to enhance social media presence.

About The Texas Tribune

Here’s what you should know about the Tribune. From day one, we’ve had disruption, innovation and risk-taking in our DNA. We’re ambitious and still have the punch-above-your-weight mentality of a scrappy start-up. We want to become the number one media organization in Texas, and we’re always looking to expand our boundaries. We’re nonprofit because the challenging economic reality for the media these days obligates us to find a different, reliable and sustainable way to fund serious journalism. We’re nonpartisan because we live in the United States of Confirmation Bias — and we don’t need to be part of the problem. We don’t need to be yet another source of information affirming the voices and perspectives that are already in people’s heads. At the same time, nonpartisan is not non-thinking. We call B.S. when B.S. needs to be called.

All of us at the Trib believe the best way to achieve that mission is to resemble the state we cover. We’re committed to building an inclusive newsroom for people of all backgrounds and ages, and we’re taking steps to meet that commitment. We especially encourage members of traditionally underrepresented communities to apply for this role, including women, people of color, LGBTQ people and people with disabilities.

Learn more about The Texas Tribune here.  

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