23rd March 2017

The FT's strategy to increase video sharing

The Financial Times wants to grow its video audience, but it’s got a problem: Business executives tend not to share video.

A new study from the FT, done with content-production company Alpha Grid, found just 10 percent of business executives in its sample shared video content regularly. When they do share, business people tend to prefer private channels like email far more than public platforms like Facebook.

The study comes as the FT is thinking about how it can increase the number of shares on its videos — and get its audience coming back for more.

Despite keeping its text behind a paywall, the FT’s video is free to access. Currently, it creates about 200 video clips a month across platforms, including graphics, charts, Live, series and long-form features, opinion and 360 video. According to Tubular Labs, the FT’s videos had roughly 6.8 million views across platforms in February. Each day, the FT publishes around half a dozen clips specifically for Facebook that are around one-minute long.

“We need to ensure we are giving people the option to share video in the manner which they want to,” said Kayode Josiah, head of commercial development, video and audio at the FT. One sharing option the FT is exploring is an auto-populate email containing text about why this FT video is relevant to the recipient. “This isn’t hitting a share button on Facebook.”

The study found that Facebook was the most popular platform for business leaders to access the news, with 28 percent saying they check it each day. But combined with weekly and monthly access, LinkedIn beat Facebook, with 49 percent compared to 43 percent.

“The amount of video we put on LinkedIn will increase,” said Josiah. “We share some video through our LinkedIn pages, and the audience fit is right, but the ease to distribute and amplify needs improvement, the way the feed works is not as obvious as Facebook.”


To encourage people to view more video, the FT has begun creating video series. These include introductions to a complex subject, such as this one which pulls out three numbers to outline trends for U.S. imports and exports, as well as short video with the aim of whetting the reader’s appetite so they go deeper to FT.com — and ultimately become subscribers.

“It’s not a quick decision to spend £350 ($437) on a subscription,” he said. “We need to ensure video feeds into a quality metric, and the reach we get with video converts to people coming back to the FT. It’s not always driving to subscription, often driving to more information on a subject.”

Written by Lucinda Southern, March 23rd 2017, published on Digiday.com… Read the original article here

Keep in touch
Get our free weekly retail
newsstand report
Enter your email below for our free weekly retail newsstand report, InterMedia updates and relevant industry news. You
can easily unsubscribe at any time. Click here for our privacy policy.
Get in touch

Unit 6 The Enterprise Centre
Kelvin Lane, Crawley,
RH10 9PE

Registered in England & Wales: InterMedia Brand
Marketing Limited. 07256268. Registered Office: North
Quay House, Sutton Harbour, Plymouth. PL4 0RA
Accredited by ABC for reporting standards, providing our
publishers with data their suppliers can trust.

An associate member of The Professional Publishers
Association, with the common commitment of working
towards a prosperous multi-platform media industry.
Subscribe today
Enter your email below to subscribe
for InterMedia free weekly newsstand
reports, updates and industry news.
You can easily unsubscribe at any time using the link at the
bottom of any of our emails, or by emailing us. Click here
to read our full privacy policy.
Part of the InterGo Group
The InterGo group work together
seamlessly to connect and deliver
brands to consumers.
© 2021 InterMedia Brand Marketing Limited. All rights
reserved. InterMedia is a trademark of InterMedia Brand
Marketing Limited. All content, trademarks, artwork and
associated imagery are trademarks and/or copyright
material of their owners.
We love cookies
This website uses cookies based on your browsing activity. By continuing
to use this website you consent to our Privacy Policy and Cookies Policy.