Meet Hugo Travers: The Unconventional French Media Mogul with a Following of 14 Million
Hugo Travers, a 26-year-old French entrepreneur, may not consider himself a journalist, but there’s no denying his impact on the news landscape in France. Founder and face of HugoDecrypte, Travers has built a media empire catering primarily to young audiences, boasting an impressive 14 million followers across social media platforms and an average of 200 million monthly views on TikTok and another 35 million on YouTube.
Revolutionizing News Delivery:
HugoDecrypte’s social media presence dwarfs that of traditional French news outlets like Le Monde, BFMTV, and France24. Its daily news update is the most downloaded podcast in the country. This young media start-up’s success lies not only in its innovative approach but also in its ability to resonate with a generation of young French people who are increasingly disengaging from traditional news sources.
Reliable and Accessible:
“What’s special about Hugo is the fact that he started as a YouTuber, and he really sees himself as such,” said Alice Antheaume, vice-dean at Sciences Po Journalism School. “He is seen as a very reliable source for news.”
Engaging Politicians:
Given HugoDecrypte’s popularity, most major French politicians, including President Emmanuel Macron, have engaged with Travers to reach younger audiences. In 2022, nearly all presidential candidates appeared on the channel.
A New Era of News Delivery:
Travers’s 10-minute news digest, posted weekdays on YouTube and audio platforms, features a casual, explainer-style format delivered from behind a desk, with animations or stock video. The channel’s use of images and accessibility to young people has been noted by Francois Jost, an emeritus professor at Sorbonne Nouvelle University in Paris and expert on the French media.
Responding to Audience Demands:
“What we’re building, since day one, is something serious in terms of news, in terms of its journalistic approach,” Travers said. “Of course, the format is different.”
From a Chromebook to a Media Empire:
Travers’s journey began as a university student with a Chromebook and a dream. Inspired by the need for accessible news, he created HugoDecrypte to provide young French audiences with fast, digestible ways to understand the news.
Expanding the Team:
As the channel grew, Travers brought in talent like Benjamin Aleberteau, HugoDecrypte’s first employee and now editor-in-chief. Today, the team consists of about 25 employees working from a modern office in Paris.
Expanding Beyond Politics:
Travers’s influence extends beyond politics, with in-depth interviews becoming a valuable stop for anyone promoting films, books, or TV series to the Francophone world.
Addressing the Challenges of the French News Landscape:
The French news media landscape faces declining advertising revenue, the spread of misinformation, and increasing mistrust in the media. HugoDecrypte’s success can be attributed to its accessible content, no paywall, and direct audience engagement on social media.
Capitalizing on Trends:
By launching on TikTok earlier than most French media, Travers was able to reach a younger demographic who might not engage with traditional news sources.
The Power of Personality:
“Audiences are more likely to trust individuals than media brands, especially on social media. HugoDecrypte fits perfectly with this need,” said Antheaume.
Looking Ahead:
Travers and his team are exploring partnerships with traditional news or investigative outlets, while continuing to generate revenue through advertising, partnerships, and sponsored content.
Adapting the Model Across Cultures:
While HugoDecrypte is starting to branch out into English- and Spanish-language content, the success of the model itself remains to be seen. Travers acknowledges the challenges but believes that wherever there is social media, the approach will resonate with young audiences.
