The Digiday podcast this week talks with NowThis president Athan Stephanopoulos about his approach to capturing and keeping a digital audience. NowThis (formerly NowThis News) creates news videos for distribution to social platforms like Facebook, LinkedIn, and Twitter. Their average video receives roughly 750,000 views, and they’ve gotten there, Stephanopoulos says, by focusing on improving on their worst-performing videos.
“We’re not in the business of looking for viral hits. It’s about raising the floor. Our insights team spends a lot of time looking at what’s not performing in order to raise the floor.”
I’d say the approach is working. Please go listen to the podcast on Digiday. It’s got valuable points for any publisher.