How publishers are adapting their video strategies in the age of platforms
Many publishers have embraced Facebook, Snapchat and other social platforms as important distribution channels. But while these platforms certainly promise large and potentially new audiences, each one is unique. What works on YouTube will not work on Facebook. What works on Facebook will not work on Snapchat. And so on. At the Digiday Publishing Summit underway in Vail this week, we grabbed a few video publishers and asked them: With social platforms prioritizing video, how has that changed the way you structure video and social internally?
Philippe von Borries, co-founder and CEO, Refinery29:
One thing that we’ve done at a very high level is brought editorial, video and social together under the leadership of one person [Refinery29 chief content officer Amy Emmerich]. That was a big step for us because for the most part, video, editorial and social were kept separate because they were so different. There’s enormous potential in integrating them, which makes sense when you’re talking about a distributed platform world. It’s all about engagement, and it does not matter if that’s an article, a video, a live stream, or anything else.
Gretchen Tibbits, COO, LittleThings:
It’s a perpetual dialogue between our editor in chief, head of production and head of social analytics. We don’t put walls around it. Video is to our core and we ensure that any person at the company has the ability bring in ideas for what would be a good video for our site, Facebook native video and even Facebook Live.
Kim Lau, vp and general manager of digital, The Atlantic:
We haven’t restructured yet. Live video is an intersection of social and video, and it requires new skills for both of them. We have an events business, too, and it’ll be interesting to see how we utilize live video there. The ongoing question is, if you’re a writer who’s on camera, you’re not writing. You’re trading off. So the question is, how do we make sure we’re not overtaxing ourselves.
Sean Holzman, chief digital revenue officer, Bonnier Corp.:
When it comes to live video, a lot of it is going to have social components. So it’s housed in the edit team, and the social team sits in edit. It goes together. We’re using existing resources, but as live video matures, it’s going to need content that’s well thought-out and the ability to add things on the fly. So there will be more need for training, maybe apps.
Freddie Godfrey, director of content syndication, Newsy:
Social has changed nothing for us. It’s a complementary business, but it’s not an either/or business for us. The walled gardens that are Facebook and YouTube — they’re another place where our content is found, but we don’t put all of our videos there. Syndication is where we drill down on our business, not only because it generates revenue for us and our partners, but it also extends the Newsy name across many different communities.
Contributing: Lucia Moses
‘We’re netting out with higher revenue’: Publishers reaping the benefits of Snapchat’s strong second half
With CPMs up as much as 20% year over year in the fourth quarter, many Discover publishers are bullish on the upstart platform for next year.
How Cosmo is building brand affinity with younger audiences through its focus on commerce
Cosmopolitan's focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales.
‘Go to market faster’: The Washington Post’s Arc goes outside the tent for payment and data integrations
Subscriber revenue has become more of a priority to the Washington Post's Arc clients since it launched its subscription tools last year.
SponsoredPublishers will lead the charge as cookie-less advertising becomes the norm
Steve Wing, managing director, EMEA, Magnite As the advertising industry moves closer to a cookieless world — one in which browserless environments including connected TV (CTV) and mobile in-app are an increasingly large part of ad budgets — publishers will have an increasingly important role in developing the future of identity. Segment creation and identity […]
‘Profitability in the back half of next year’: BuzzFeed CEO Jonah Peretti (and Verizon Media CEO Guru Gowrappan) on their big merger
A special Digiday podcast episode features Interviews with BuzzFeed CEO Jonah Peretti and Verizon Media CEO Guru Gowrappan.
‘A digital Madison Square Garden’: How Complex reimagined the sponsorship opportunities for ComplexLand
The online event, which will combine music, conversation, gaming and shopping in an online world, will have 60 sponsors.