The Winding Road of Social Video Strategy
The Precarious Pivot to Video
Like many things on the internet, the value of social video has taken a few sharp turns in recent years. At the end of 2016, the digital publishing climate seemed to be weathering an all-in video strategy storm. The shift was elevated when Facebook CEO Mark Zuckerberg announced that the platform would embrace mostly video in the next five years, sparking layoffs at publishers — including Vox Media and BuzzFeed. The trend continued over the next year with the steady rise of short, readable videos, benchmarked by the success of Tasty and NowThis News.