The Race for Video Scale Comes at a Steep Cost to Quality
Many publishers are turning to video to make up for the cratering display advertising market.
The challenge is how publishers with limited resources drastically increase video output while maintaining content quality. It’s a nearly impossible task.
Take Facebook Live. Mark Zuckerberg & co. paid celebrities and media companies more than $50 million last year to produce content for Live and kick-start the feature. But by paying for quantity instead of quality, there were many high-profile instances of Facebook Live being used for bottom-barrel content such as The New York Times’ behind-the-scenes look at a fake pitch meeting, the New York Post challenging reporters to eat three pounds of cheese and one of Gawker’s editors explaining all of his open browser tabs. Of course, the feature’s signature moment was BuzzFeed blowing up a watermelon with rubber bands.