Vice has successfully integrated videos, photographs, and reports in simple prose and stylish graphic design to attract youth audiences. By focusing on short documentary production of current events, Vice has shifted the traditional approach to engage its audiences.
Vice has especially known for its Emmy award-winning nightly show Vice News Tonight collaboration with HBO. By airing documentaries on current stories and events on HBO's cable channel, Vice has launched 15 digital channels that target various areas of interest, including current events, traveling, music, etc.
Almost every year, Vice launched a new feature. Last year, it launched a program called Free to focus on personal finance. Vice’s content lives encompass everything from Fightland, about mixed martial arts, to Thump, on electronic dance music. Vice walks on a line between entertainment and journalism, using entertaining features to draw youth audiences to explore its site. It utilizes email marketing, daily YouTube video updating, Facebook, Instagram, and other social media marketing to drive traffic to its websites.
Vice's documentaries and news reports, especially for under-reported current affairs and stories, are redefining the news industry. Vice focuses on covering current events and stories that don't typically interest mainstream media and transforms them into articles and videos to attract youth audiences.