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IS Nopeat
IS Nopeat is Ilta-Sanomat’s short-form video news: vertical clips you swipe up through on is.fi and in the IS app. As a Product Manager Trainee at Sanoma Media Finland, I worked on launching it, from the product decisions to how it was measured.
[01] Overview
Ilta-Sanomat is one of Finland’s biggest news sites. IS Nopeat (“IS Quick”) brings its news to the format people already scroll every day: short, vertical videos in a feed you swipe through, on the web and in the IS app.
I led and launched it as a Product Manager Trainee in Sanoma Media Finland’s Storytelling team in 2024, where I worked on the front page and content discovery for Helsingin Sanomat and Ilta-Sanomat.
[02] Why
Meet younger readers where they already are.
- 01
A younger audience
More and more news was being read on social media instead of on news sites. Nopeat was a way to reach younger readers in a format they already use every day.
- 02
Reuse what was already made
Sanoma’s video team was already producing short vertical videos for social media. Nopeat makes those same videos visible on Ilta-Sanomat’s own platform too, so the work reaches readers in both places.
[03] Key decision
Swipe up, not sideways.
One of the main product decisions was how to move between clips. We chose a TikTok-style feed where you swipe up to the next video, instead of Instagram Stories-style tapping or swiping from left to right.
Swiping up keeps you in a continuous flow from one clip to the next, so the format holds attention and keeps engagement up.
[04] Measuring
What we tracked.
- 01
Front page impressions
How often the Nopeat entry point on the front page was seen.
- 02
Click-through rate
How many of those impressions turned into opens: the share of people who saw the entry point and tapped into the feed.
- 03
Views
How many clips were actually watched.
- 04
Engagement & 5-second retention
Especially the retention curve over the first five seconds: does a clip hold people long enough to keep watching?
- 05
Scroll depth
How many videos people swipe through in one go, a direct measure of how interesting the feed stays.
[05] My role
Working across the whole team.
- 01
Launching the format
Taking Nopeat from an idea to a live product on is.fi and in the IS app.
- 02
Discovery & prioritisation
Clarifying needs, success metrics and release plans across the editorial, design and development teams.
- 03
Data & analytics
Defining what success looks like for a new video format and setting up the metrics above.
- 04
Collaboration
Working with designers, developers and business, and especially closely with the journalists in the video team.
[06] Today
Still one of Ilta-Sanomat’s core products.
Nopeat is still one of Ilta-Sanomat’s core products: it sits in the sixth position on the is.fi front page and has its own section in the IS mobile app.