2017’s Perilous Pivot To Video
Suffice it to say, it’s been a terrible year for some digital media companies that once dreamed of disrupting the content world. If that sounds harsh, remember what we’ve learned this year: It’s nearly impossible to build a big media business if you’re only making money through advertising; the pivot to video is costly and will fail for most companies that don’t know how to produce anything but short videos for Facebook; and consumer revenue requires building a brand that people care about, which is tougher to do when your content only appears in other people’s news feeds.
This article was originally posted on digiday.com
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