CEO Guillaume Lacroix said that that he and his co-founders all come from the French TV industry, where they were all “frustrated not to be able to follow up the conversation” on social media.
Lacroix argued that Brut’s audience is looking for solutions, not just problems, in contrast to the “negative news cycle” that they see on traditional media.
In many ways, Brut seems to check off the same boxes (it aims to reach a millennial/Gen Z audience with short videos on Facebook, Instagram and Snapchat) that many U.S. digital media startups did before they started to struggle and consolidate over the past few years.
But Lacroix said the startup’s approach is working — not just in terms of reaching an audience, but also building a real business.
For example, Lacroix said that Brut’s audience is concerned about many of the same issues no matter what country they’re in.
The company said it has an audience of 30 million daily active viewers across the globe, including in the United States, and it opened an office in New York City a couple of years ago.