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For NPR, YouTube is still a relatively new medium, but it already feels like a natural place to reach the public. In just over a year NPR has launched more than 30 videos on the platform and has seen viewership grow significantly.

In fact, NPR is seeing such strong viewer loyalty that the company recently partnered with Storyful, a video verification service, to help its users monetize their videos. The partnership will also help the company to address problems with misinformation on YouTube, where many users, particularly kids, are exposed to videos that promote violence, hate and conspiracy theories.

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NPR’s Scott explains that when a video is suggested or recommended on YouTube it’s because the algorithm thinks people who watched that video might want to watch more from the same YouTube channel, on the same topic or even other related videos. He says that this is why he focuses so much on his video thumbnails, to spark an emotional reaction that will make viewers click and watch the full video.