Coinciding with their generational appeal, Mic.Com has invested a lot of their staff and energy towards short often scripted videos. Once created the videos are published on various social media platforms, presumably with the audience kept in mind. The end of the video pushes the viewer to share and like on Facebook and Twitter. The use of celebrities, the amount who have spoken, along with their range of fans reaches out to considerably more people than may have been originally interested. Mic.Com uses drama, and an assumption that viewers have been aware of police brutality racial violence that has been more prominent on the media. The story lends towards a cause, swaying away from journalism towards activism, but powerful nonetheless.