Case study

Grupo Clarín’s Todo Noticias saves 88 hours a day

with Echobox
In just a short period of time, Argentina’s most watched 24-hour news channel has automated
the equivalent of 11 employees and seen impressive increases of 29% in pageviews.

“Echobox is a necessary tool for any journalistic organization

worldwide that wants to maintain a presence on social networks.”

Federico Aikawa
Social Media Lead at Todo Noticias

Results with Echobox

88 11 +29%
hours of work automated
full-time employees equivalent increase in pageviews
per day saved with automation

Introduction
Owned by South American media conglomerate Grupo Clarín, Artear has
established itself as one of the largest and most well known television
Challenge
networks in Argentina, broadcasting 7 channels to an audience of millions.
Save time for labor-intensive audiovisual Its news channel, Todo Noticias (TN), is a leading news source for many
content creation

Argentines, providing independent, quality coverage of breaking news

Optimize performance on social
around the clock. This 24-hour news presence is supplemented with a
platforms
burgeoning digital footprint. The channel’s website, tn.com.ar, is one of
the most viewed news websites in the country, whilst its main
Approach
Facebook, Twitter and Instagram pages alone have gathered a combined
Automate social publishing workflows

total of around 20 million followers.

Post to multiple platforms in seconds

Reshare the best performing content for

more traffic

Use analytics to refine posting strategy

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Challenge

With a strong and well developed social media strategy, TN are highly focused on the relative benefits of different
social platforms, as well as how their content can be best utilized on each. “Social media is a fundamental part of the
company's communication strategy,” said Federico Aikawa, TN’s Social Media Lead. “It not only allows us to distribute
website content, but also content from our television channel, as well as live coverage of important events in
Argentina.”

For TN, each platform has its own distinct advantages: “Facebook is undoubtedly the most important for our website,”
he noted, but beyond this, Instagram and Twitter both perform a vital function in keeping TN at the forefront of digital
news in Argentina. The broadcaster relies on Instagram “to reach younger audiences” and turns to Twitter “to focus on
important events where we can follow in real time.”

Further, TN’s strategic approach to posting on social media extends to the kinds of content that perform best on each
platform. “We know that on Facebook, current affairs content performs better, while international content or content
with strong images works better on Instagram,” Aikawa said. “In all cases, we try to adapt the type of content to the
different platforms and formats.”

But such variegated usage of different social networks comes at the cost of significant expenditures of labor and time.
For Aikawa, this problem is particularly acute: “Our team mainly produces audiovisual content, which usually takes a lot
of work and is very time consuming.” Formerly, the social media team at TN used to post manually, but this proved too
laborious. Next, the team experimented with a mixture of Zapier and Hootsuite to minimize their workload, but this too
proved untenable. These conventional social media solutions did not save TN enough time in the day to create content
as well as optimize and enhance their social media posting. So in 2021 they decided to try something radically different.

Approach

TN began using Echobox Social to augment their social media strategy. Covering Facebook, Twitter, Instagram and
LinkedIn, Echobox Social is the world’s first AI-powered social media publishing solution designed specifically for
publishers.

The allure of Echobox for Aikawa and his team was clear from the start: “A major reason for adopting Echobox was
simply that Echobox is already a standard within the media industry because of the solutions it offers.” Leveraging
sophisticated technologies to optimize and automate social posting, Echobox Social is used by over 1000 media
companies across the planet. While TN’s switch to Echobox was partly driven by the desire to stay at the industry’s
forefront, the group’s social media performance has thrived since using Echobox Social.

Through Echobox’s pioneering automation, TN has managed to achieve astonishing time savings. Echobox Social
automatically pulls content from their RSS feeds and uses cutting-edge AI and sophisticated algorithms to identify the
right content to post at the right time, boosting CTR and engagement in the process. Through machine learning
technology, Echobox Social continuously analyzes post performance as well as general traffic trends on each social
network to adapt and refine its sharing strategy accordingly. Thanks to a vast set of control options, TN can benefit
from intelligent automation while steering Echobox according to their editorial guidelines. For example, TN instruct
Echobox to avoid publishing certain content that was only created with SEO in mind and not adapted to social media.

Moreover, Echobox’s granular analytics capabilities have made a notable difference to the insights that TN can gain
from their social posting. As Aikawa related to us, “One of the big benefits of Echobox is the analysis of metrics. It’s
really important to us and allows us to have better data on the content that derived more traffic or had more
interactions.”

With these insights, Aikawa and his team have found new ways of driving more traffic from their best content. For one,
TN effectively employ Echobox’s “Evergreen” tag to mark content that Echobox can automatically reshare at later
opportune times. “It’s amazing,” Aikawa said. “We can see which posts performed better and then we’re able to easily
republish that content as Evergreen.” Resharing their best performing content enables TN to derive the most value from
each piece and is an excellent way of driving more traffic at no extra cost in time or labor. This can be especially useful
on the weekend when fewer TN staff are in the office. Through attentive use of Echobox’s analytics, TN has observed
firsthand the ability of Evergreen content to drive additional traffic. “With Echobox, we know which version of a share
worked better, since often, the first time is not the one that drives the most traffic to our website.”

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After using analytics data to determine which kinds of stories work best on each platform, TN can then post across
multiple social networks directly from within Echobox’s streamlined and intuitive interface. “Echobox allows us the
flexibility to adapt the titles and photos of content for Facebook or publish Instagram Stories directly, all from the same
platform, which greatly simplifies social media management.”

TN has even made surprising discoveries that have overturned assumptions about the best way to post TN’s content.
Aikawa shared with us this example: “Echobox allowed us to discover that the same content can work better on a
smaller Facebook Page with a more defined audience, rather than on a larger one with a more varied audience. A case
to illustrate this is TN Show, a Facebook Page with 250,000 followers. Thanks to the possibility of republishing content
via Echobox, we have achieved an average reach of one million people per week, when regular numbers were
previously at 150,000. This means a lot for our content interactions.”

Results

Alongside a deeper and more nuanced understanding of their audience through Echobox Social, TN has seen impressive
time savings. Across all social media pages they manage, the team at TN save the equivalent of 11 full-time employees’
time each day — a total of 88 people hours on average each day — by automating their social media posting, leaving
considerably more time for content creation. “A significant part of our strategy is focused on achieving more
interactions and views for our videos,” said Aikawa, “so it’s really important that Echobox can take care of publishing
and republishing content for us.”

TN saves 11 full-time employees equivalent in time

per day.

These efficiencies are also accompanied by significant performance gains. In just a short period of time, the TN website
experienced a substantial jump in pageviews from Facebook of 21%, contributing to an overall increase in pageviews
of 29%.

A more detailed look reveals to what extent Echobox’s AI-powered optimization can yield results: shares to TN’s
Facebook Page that are intelligently automated by Echobox generate an astonishing 541% more clicks than shares
made natively in Facebook. Posts selected and shared manually by TN using Echobox’s “optimal timing” feature also
have a click rate 215% higher than that of their non-optimized counterparts.

In addition to driving more traffic from Facebook for TN, Echobox also helps the group improve efficacy of shares on
Twitter, ensuring their Tweets achieve optimum engagement: over the course of just a few months of using Echobox,
TN’s engagement on Twitter has seen a marked increase, rising by 32%.

“One of the greatest advantages Echobox gives us is that we can get

analytics instantly on what content is performing best, as well as the
possibility of republishing evergreen content more easily.”

Federico Aikawa
Social Media Lead at Todo Noticias

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Conclusion

In just a short space of time, the team has managed to substantially improve the results of their social posting, while
being able to spend more time creating content for their millions of followers. Over time, as more shares are made
through Echobox, its algorithms’ familiarity with TN’s content and audience will only continue to grow.

"With a small social media team,” concluded Aikawa, “Echobox offers us the ability to increase our social media posts, in
addition to allowing us to focus on better quality content.”

Going forward, Aikawa envisages Echobox playing a vital role in developing the team’s strategy, as TN’s social media
teams delve even deeper into the data to tailor its approach to distinct segments. “We want to focus more on finding
specific audiences for different types of content on each platform, and Echobox will be of great help.”

By implementing Echobox’s unique AI technology, TN have seen many important benefits, but for Aikawa, the end
result is simple: “For us, the big benefit lies in simplifying workflows and saving people's time. It’s been very useful for
us.”

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