Digiday+ Member Article

In 2017, the “Great Pivot to Video” became synonymous with a desperation strategy for publishers trying to find sustainable business models. The crash landing of Mashable — Ziff Davis bought it for just $50 million when Mashable raised $46 million in venture capital over the years — will be joined by many others in 2018, as publishers find no jackpot at the end of the video rainbow.

Publishers’ video pivot has coincided with Facebook’s growing ambitions in video. Facebook wants more video content — in its news feed, and more recently, inside the YouTube-esque Watch section — in an effort to get users to spend more time on Facebook. Publishers have been happy to oblige, believing the quick scale Facebook’s algorithm offers will soon lead to revenue.

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