Case Study: Postmedia boosts registrations and engagement with Viafoura

Postmedia boosts registrations 55% with Viafoura

Postmedia, one of Canada's largest media companies, faced the challenge of building direct audience relationships on its owned platforms. While Viafoura's moderation tools had successfully reduced toxicity in comments, newsrooms remained hesitant to engage due to past harassment experienced online. The company needed a solution to harness the comments section as a community-building tool while protecting its editorial teams.

In partnership with Viafoura, Postmedia implemented a "first comment" initiative where journalists proactively pinned engaging questions to the top of article comment threads. Using Viafoura's Conversations solution and its moderation engine, the project proved that journalist involvement could safely drive significant engagement. Viafoura's data showed remarkable results, including a 55% increase in registrations and a 380% increase in comments, successfully demonstrating the value of an editorial commenting strategy.

Postmedia