On Facebook, live tech shows are hot
Publishers have live tech video fever. On Wednesday, Bloomberg Technology reporter Mark Gurman will debut “Gadgets with Gurman,” a product-focused show that will feature Gurman showing viewers tips and hacks that get help them get the most out of a product.
The first episode, which focuses on the Samsung Galaxy S8, will stream live on Facebook, Twitter, Bloomberg.com and on Bloomberg terminals at 3:30pm, ET. Future installments will appear at the same time and places on Wednesdays.
“Products are what drive the conversation and even the financials of many major companies,” Gurman said. “It’s important for us to share what’s next.”
“Gadgets” isn’t Bloomberg’s first foray into gadget review videos. Sam Grobart, who recently decamped to CNN, reviewed smartphones and other gizmos both on camera and in the pages of Businessweek.
With many publishers having trouble figuring out what works as live video, a growing number are pushing conversations about tech, a topic that performs well enough on Facebook that many publishers are breaking it out into a separate channel (Tech Insider, Mashable Tech, Unilad Tech, etc). Mashable debuted “Technically Speaking,” with Sam Sheffer, back in February; a separate, daily news show that Business Insider’s Steve Kovach hosts for Tech Insider launched last August, and USA Today has taken stabs at live shows on tech this year.
As a content category for publishers, tech has long performed well because it satisfies both readers’ curiosity and readers’ intent. Product reviews, for example, have always been an easy way to attract eyeballs via search, and stories about crazy future technology have always been shared.
But in feed-driven environments like Facebook or Twitter, things are different. The Verge, which has piled up video views by the millions with footage of things like a desk that you can work at while lying down, barely gets 50,000 views for a smartphone review. Similarly, Tech Insider, which hauled in over 660 million video views across its platforms last month (according to Tubular Labs), barely bothers with reviews. A Consumer Reports-style piece about a new Samsung tablet was one of Tech Insider’s worst-performing videos last month.
It’s not a coincidence that the most popular tech review video series, like Marques Brownlee’s, all live on YouTube, where search plays a bigger role in what people watch. Until Facebook rolls out a video-specific mobile product, or until more people start heading to Twitter to watch video, discoverability for these shows, outside of their core Facebook audiences, will remain a challenge.
Going live should give a talk show about tech more juice with Facebook and Twitter’s algorithms; by far the top-performing videos shared from USA Today’s Money & Tech page were live. Or it might be another format that fails to take off in a product Facebook has been trying to promote for a very long time.
Member ExclusiveFuture of TV Briefing: Paramount+’s advertising pitch leaves some buyers hesitant
Buyers say there are still many unknown details about the audience of Paramount+, especially going up against multiple other streamers.
Member ExclusiveFuture of TV Briefing: TV’s upfront advertisers hold tight
TV advertisers have largely kept their upfront commitments rather than cancel a large percentage of their ad buys.
Member ExclusiveFuture of TV Briefing: Streaming services count on content to keep subscribers acquired in 2020
Typical subscriber retention tactics like discounted renewal offers and email reminders are fine, but streamers find that what matters most is whether subscribers have enough shows to watch.
SponsoredShoppable content is reshaping brand and publisher relationships
In recent years, brands and publishers have adopted affiliate marketing as an increasingly established method to audiences. However, what may seem to be a mutually beneficial arrangement between brands and affiliates on closer scrutiny reveals itself as a solution that comes with challenges. Meanwhile, the emergence of content commerce is opening different approaches to matching […]
Smart TVs have become the new front in the connected TV platform battle
As smart TVs' share of video viewership has grown, so has their prominence in the connected TV distribution and ad markets.
Member ExclusiveFuture of TV Briefing: Hollywood returns to production as stay-at-home orders, advisories lift
Hollywood has returned to set — although, it hardly left. In November, industry workers were classified as essential workers and thereby exempted from stay-at-home orders.