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
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
Digiday's survey found that publishers are not feeling great about advertising revenue as 2023 kicks off, with attitudes toward subscriptions and e-commerce shifting as well.
Media Briefing: Subscriber churn is up, but the economic downturn isn’t necessarily to blame
Even though subscription growth is declining year over year and churn rates are on the rise, this is likely more a story of returning to normalization than one of the economic downturn damaging yet another publisher business.