The most popular video publisher on Facebook is BuzzFeed Food, which has so far posted over 250 videos to Facebook, offering viewers step-by-step tips on how cook oddball recipes such as double stuffed pizza dogs, bacon-wrapped grilled cheese, and honey-whiskey lemonade, among many other similarly inventive creations.
Many of BuzzFeed Food's Facebook videos were initially created for Instagram, limiting them to 15 seconds and encouraging viewers to watch them on loop. While the videos did well on Instagram, it wasn't until they were posted on Facebook that they "blew up," according to BuzzFeed Food creative director Emily Fleischaker.
The Economist's new video initiative debuted the pilots of two digital video series today, with the intention of bringing the 171-year-old global-affairs magazine's mindset to documentary form and a broader audience.
"I don't think this is about us trying-almost embarrassingly hard-to be down with the kids," said the president of Economist Films, Nicholas Minter Green, at a private screening of the videos Tuesday night at the Tribeca Grand Hotel. "I love to see it as a sort of gateway into the Economist world...For some people, it will be their first point of contact and a powerful experience for them
In yet another example of an editorial company turning to the potentially lucrative branded video business, Mashable has tapped a reality television veteran to heads its new Mashable Studios division.
Eric Korsh joins the media company known for its tech and social media coverage as director of Mashable Studios, where he will oversee the development and creation of video programming and branded entertainment. Korsh most recently served as a senior vp at marketing agency DigitasLBi and was formerly COO of Scout Productions
Today's innovators are those who are adept at building clear communication channels-and brands and revenue streams-despite all the noise we are currently enduring. Publishers still have to be creative and serve their audiences-that's a given-but from the discussions we had with the five publishers featured in this special feature, fighting distraction and finding focus is the real challenge.