“Video now accounts for almost half of all time spent on Facebook,” announced Facebook CEO Mark Zuckerberg, during the Q2 earnings call last week. “Video, in particular, is becoming the primary way that people use our products and express themselves.”
If that sounds familiar, that’s because Zuck has been pushing this line for quite a while: in 2016, he announced that it was the ‘new golden age of video’. The platform ended up inflating a bunch of metrics to support his case, and publishers desperate to find new streams of revenue ended up becoming the butt of the ‘pivot to video’ jokes.
But still, he persists in centering the video experience on Facebook and Instagram. As a result, engagement with short-form video on both Reels and Watch is sky-high. Beware though – the eyeballs may be in the billions, but the money for creators and publishers simply isn’t following.
Email is an important subscriber acquisition tool for publishers to help them grow reader revenue. David Tvrdon lists all the ways publishers are using newsletters to grow subscribers or paying members, along with some case studies.
Ad spend declined by a third at national and regional titles in the first quarter of 2021 as a result of Lockdown III. However, there are some silver linings. Overall UK ad spend is forecast to grow by 18% this year, which will in theory totally recover 2020’s £2 billion decline. Online national newsbrands, consumer magazines and TV are expected to recover fastest.
Sheesh. Perhaps someone should suggest Amazon gets into video? Oh wait.
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