Case Study: Vox achieves 17.3% engagement for live debate Q&A with Subtext

17% Engagement for Vox Media's Live Q&A

Vox turned to Subtext to directly connect with their audience around the presidential debates, giving a loyal segment of readers access to journalist Matt Yglesias. Facing social media fatigue and seeking a convenient, intentional, non-algorithmic channel, Vox needed a way to solicit hot takes and real-time questions from political-junkie subscribers.

Using Subtext, Vox sent debate-night updates and ran a next-morning live Q&A with Matt Yglesias, inviting subscribers to submit questions; the effort generated 889 messages and delivered a 17.3% overall engagement rate (70% on the top-performing broadcast) with 1.23 responses per subscriber. Vox then followed up that engaged cohort to introduce its new financial contributors program, showing Subtext’s ability to drive measurable, high-value audience engagement.

Vox

Blair Hickman

Managing Editor