OPEN MINDS.
ACTIVATE CHANGE.
WIN FOR THE PEOPLE.
WHO WE ARE
Watering Hole Media (WHM), is a social impact media project seeking to open minds, activate change, and win for the people. WHM meets the audience where they are by fostering a safe space for people to come together and have difficult conversations, nourish themselves, and bring new perspectives back into their communities. WHM envisions a world where stories and conversations spark change by compelling people to act to address social injustice and save democracy.
WHY WATERING HOLE MEDIA
2024 was one of the most consequential elections of our lifetime. Despite so much being on the line, more Americans are turning away from mainstream news and seeking information and solutions to the problem via social media and web-based video content. A recent study by PewResearch, shows that social media and streaming platforms have become the primary source of news and information consumption for 54% of U.S. adults. The jump from 2020 to 2024 increased as more people turned the TV off and went to their phones. YouTube news consumption jumped from 23% to 32% of adults, while TikTok saw an even more striking rise from 3% to 17%.
Even though social media is how most people are consuming news, it is still plagued by misinformation and disinformation, as well as voices that have inaccurate information but present as valid sources. It is proven that the best way to counter disinformation is to 1) not amplify the lies and 2) counter it with accurate information from a credible source.
WHM is an intervention to this new era of information consumption and serves as a credible source for viewers. We develop video-first digital content that is culturally relevant, politically savvy, and honest. Our content lives across social media platforms and as podcasts. We have built a distributed approach – engaging content creators and producing original content at scale – to build a media ecosystem that has something for all people looking to save democracy and fight for social justice.