Buzzfeed’s video biz is the black thanks to cross-platform ad deals

Three flower pots with British 10 pound notes in them with a silver water can in front of them.

Pots of money, by Images Money, from Flickr, Some Rights Reserved

The newsletter continues to grow, and I wanted to welcome new subscribers.

In my international media newsletter today, the top story today looks at how Buzzfeed’s video business is moving towards sustainability by developing cross-platform ad deals. The deals are primarily focused on YouTube and Facebook, but they also sell on SnapChat. The strategy is delivering revenue in the high tens of millions, according to Digiday.

In a note from BuzzFeed CEO Jonah Peretti to staff in March, Peretti said BuzzFeed made $3 million from Facebook platform revenue in the fourth quarter of 2018, and was monetizing 70% of its YouTube video views by the end of last year.

I also highlight a great piece by my friend Esther Kezia Thorpe at What’s New in Publishing about how the BBC with its Good Food magazine is using voice search. “Make something people need.” Great advice for any of your digital efforts.

Thanks for subscribing to the newsletter, and if you haven’t, go to my Nuzzel profile. And feel free to share interesting stories with me @kevglobal on Twitter (and most social networks).

The Age of the Freelancer: Should journalism contests rethink their fees?

Will Write Poems for Food, by Taymaz Valley, Flickr, Some Rights Reserved

In today’s newsletter, we find an example that runs counter or Betteridge’s Law. For my non-British readers, Betteridge’s Law, coined and named after Ian Betteridge is:

This story is a great demonstration of my maxim that any headline which ends in a question mark can be answered by the word “no.” The reason why journalists use that style of headline is that they know the story is probably bullshit, and don’t actually have the sources and facts to back it up, but still want to run it.

Betteridge’s law of headlines, Wikipedia

That is a long-winded way of saying that in this case the answer might be yes, the question asked might be “yes”.

Nieman Lab looks at why journalism contests should rethink their fee structure as more and more journalists find themselves freelancing whether they like it or not.

Suchandrika Chakrabarti, my friend and former collaborator when she worked for Trinity-Mirror (now Reach) flagged this up from the newsletter today. She has not only launched her own freelance journalism career but also the wonderful Freelance Pod.

https://twitter.com/SuchandrikaC/status/1125387398358155265

And this LinkedIn post of hers is definitely going into the newsletter tomorrow. She starts the post off with:

It’s the anniversary of my third redundancy! Also, it’s a year since I went freelance. Let’s talk about it.

Looking back on a year of freelancing, via my third-person biographies, Suchandrika Chakrabarti

If you spot something that you think deserves to be in tomorrow’s newsletter, flag it up to me on Twitter, @kevglobal, and if you haven’t subscribed to the newsletter yet, you can here.

10 Journalism Newsletters You Should Subscribe to, Make that 11

Pamphleteer, WikiMedia Commons

I’m closing out this week in a totally meta way in my newsletter: 10 other journalism newsletters that you should check out, well, apart from mine.

But I also want to start something and post the top five stories based on what you have been clicking through to in my newsletter.

  1. Like most media, podcasting is pivoting to paid (with complications)
    From Max Willens, Digiday
  2. 7 reasons a freelance journalist should start a podcast, by my friend
    Suchandrika Chakrabarti, on Muck Rack
  3. Why platforms like Facebook and Apple struggle to boost local news | What’s New in Publishing | Digital Publishing News, a great piece by Simon Owens, on What’s News in Publishing, where I also have been known to write.
  4. The Telegraph’s roadmap to 1m paying subscribers and financial sustainability, by Ian Burrell in The Drum
  5. How publishers are using Snapchat’s curated stories tool for breaking news and more, by Kerry Flynn, in Digiday

I hope that you have a great weekend, and remember, if you have any good stories that I should include in the newsletter, let me know @kevglobal on Twitter.

Indian Election Fact-Checkers: ‘sifting grains of sand from a toxic beach’

A pile of sand with a sifting frame, by Peter Griffin, publicdomainpictures.net

Happy Easter Monday for my readers in the UK. For the rest of us, it’s back to work.

And if you think you have it bad at work, give a moment’s thought to the small army of fact-checkers working to try to root out misinformation in the Indian election. Bloomberg looks at one of the groups contracted by Facebook to help monitor misinformation cross 10 of the countries almost two dozen languages.

A visit to Boom’s offices makes clear that the scale of Facebook’s response in India so far isn’t enough. The small team appears capable and hardworking almost to a fault, but given the scale of the problem, they might as well be sifting grains of sand from a toxic beach. “What can 11 people do,” says Boom Deputy Editor Karen Rebelo, “when hundreds of millions of first-time smartphone-internet users avidly share every suspect video and fake tidbit that comes their way?”


How 11 People Are Trying to Stop Fake News in the World’s Largest Election, by
Saritha Rai, Bloomberg

In addition to that, we look at just one of the many tributes that poured in to slain Northern Irish journalism dynamo Lyra McKee. This one is from my friend and one of her journalism professors, Paul Bradshaw. And there is more in my international media newsletter today.

Germany’s Axel Springer continues to battle ad blockers. Why is LinkedIn producing original journalism? Is Google creating an Internet of Places? The history of influencers, from Shakespeare to today. Why newsroom metrics should have an expiration date.

If you spot a good story about the business of media, especially digital, feel free to send it to me @kevglobal on Twitter. If you don’t get my international media newsletter in your inbox, you can get a taste of it and subscribe here

Zuckerberg’s Magical Garden of Horrors Has Another Bad Day

The statue of a dinosaur eating a smaller dinosaur.A metaphor for yet another bad day at Facebook.

A dino has dinner. A metaphor for yet another bad day at Facebook. Photo by Mike Bird from Pexels

Pick your adjective or metaphor when it comes to Facebook’s current run of horrible, awful, no good press. And this isn’t just an optics or PR thing. Facebook is embattled because it has:

  1. Screwed up, repeatedly.
  2. Can’t or won’t, or a mix of both, seem to fix its problems.
  3. And is in a footrace with Trump’s West Wing in terms of a petty, backstabbing leakfest.

In the newsletter today, we highlight a couple of stories yesterday that make for yet another shitty day in Zucklandia. Wired dropped a story with 65 sources talking about “15 months of fresh hell” at the anti-social behaviour network. And NBC reported a leak of thousands of documents that show that Facebook used data to reward its friends and punish or at least kneecap potential competitors. The second story is the kind of stuff that would instantly see Facebook in anti-trust court if the US actually enforced anti-trust laws anymore. Oh Europe, where are you when the world needs you?

But that’s not all today, we also have:

Scandi publishing giant Schibsted joins complaint against Apple’s app dominance. Vox Media acquires publisher with history of turning journalism into movie deals. Publishers turn to ‘expert networks’. UX lessons still be learned from print.

If you spot a good story about the business of media, especially digital, feel free to send it to me @kevglobal on Twitter. If you don’t get my international media newsletter in your inbox, you can get a taste of it and subscribe here

 

Creating journalism to engage as well as to inform

The media world is in full freak-out mode about the changes at Facebook, both the changes in the news feed but now its decision to let the Facebook “community” decide which publications are credible. For the record, I find the latter move much more problematic, but I want to focus on the shift to reward engagement. Like a lot of people, I see the shift as an opportunity for news organisations rather than a threat.

The change in the news feed is only a bad thing for news organisations addicted to passively playing the algorithm for cheap clicks. Even if it juices the pageviews for a while, the end of 2017 showed that simply chasing scale without a method to convert those users into loyal, returning users will not deliver a sustainable business model.

Meanwhile, a model built on winning loyalty was winning. As The Economist pointed out last autumn, many successful news groups are succeeding by working hard to convert the casual users, often from social media, into loyal users, loyal enough that they become subscribers. Those groups have married an engagement strategy with data science. Moreover, as Digiday pointed out with Aftenposten, your content strategy is very different if you focus on keeping paying subscribers happy rather than chasing traffic.

The challenge for many groups will be that as they have with many digital innovations, they treated Facebook as just another channel to passively share their content. They didn’t make an effort to engage with their audience, but rather, they prayed to the gods of virality that their posts would be shared widely. Virality would lead inexorably to clicks, and advertising would lead to revenue. As I said, the end of 2017 put paid to that strategy. It doesn’t work.

What to do?

Martin Giesler highlighted the conundrum for news publishers in a very good post on the feed changes. Jump to his immediate, medium and long-term steps to take to respond to the changes. He said:

As there’s no point in betting on traffic, many publishers will now focus on engagement. The problem here is that journalism is not primarily intended to generate interactions. Rather, it is primarily a matter of informing. In a journalistic sense, passivity is not a bad thing – quite the opposite of Facebook logic.

Exactly. Years ago when I was the blogs editor at The Guardian, the New York Times’ Sewell Chan met with me as he was launching the paper’s city-focused blog. I put the shift in publication to conversation this way.

A piece of journalism takes reporting and ties together as many threads as possible as quickly and efficiently as possible. A blog post teases out those same threads as the basis of a debate, discussion or conversation.

Slapping a comment box on the bottom of an article or column opened up a return channel, but especially on news articles, there are no calls to action. The intention of the content was to inform. What response did we expect from people?

Now, we need to think about content formats designed to engage.

  • We need a range of products and features that engage people whether they want to lightly engage or more heavily engage. Think of the range of engagement on Facebook itself. For example, news site Rappler in the Philippines has mood reactions on its content, giving people a lightweight way to engage.
  • Think of social media as the top of your engagement funnel and develop strategies that convert people into more durable, direct relationships with you and your journalism.
  • Work to convert users to products like an app, newsletter, podcasts, and events.
  • Develop novel ways to monetise that attention across the range of engagement products.

Successful media organisations have been doing this for years so should take Facebook’s changes in stride. You could never entirely base your business on the someone else’s business, especially one that introduces opaque changes so frequently as Facebook. Facebook is just pushing you to make necessary changes to end your dependence. Embrace it!

Are Facebook ads good value for money?

I’ve never used Facebook to advertise anything to do with Ada Lovelace Day, but I thought I’d give it a go with a post about Ada Lovelace Day Live, just to see what happened. I assumed that FB would be quite effective at delivering my post to a large, relevant audience, but that’s not what happened.

When I set up the ad, FB said I’d reach 2,700 – 7,200 people, but in fact it only reached 1,588. The idea that FB somehow can’t find 2,700 people in the UK, over 7 days, who match my audience profile (ie, graduate or higher, in all the STEM-related fields they have) is absurd. Indeed, FB itself says that the potential size of my audience is 28 million, but it couldn’t find more than 1,588 people. Sure. Right. I totally believe that. *cough*

Of those 1,588 people reached, 25 “reacted” to it (ie used the like button), two commented (one of those comments is a guy being an asshole), five people shared it, and six people clicked the link.

These are not particularly impressive figures to me.

Now, I know that I only spent £10, but I run ALD on a shoestring, and that £10 was a test to see if it would be worth spending more. Frankly, I can’t say that I’m confident that it was even £10 well spent.

I had assumed that FB would be a cost-effective way to reach lots of people, but at £1.67 per click, I don’t think that’s the case at all. Frankly, it feels more like a rate-limited con than a useful service.

Kevin is more sanguine than I — he thinks 1,588 is good for a low-follower page (we have 124 likes on our page), and he has more experience than I do with the way that FB works. However, the point is that the whole reason for paying for an ad is because our page has few followers, and because FB has destroyed organic reach in order to force us to pay to reach more of the people we previously would have reached anyway.

But they’ve done a shit job of up-selling, because I would have invested £100 in ads, and would have expanded my ad horizons to include merchandise and similar if FB had delivered on this test. They didn’t deliver, so they’ve lost a potential advertiser and, sadly, I’ll have to just battle on and try to grow my organic reach.

This is a huge shame. The promise of social networks was that it would level the playing field, and that the smallest organisation or the least famous person still had the opportunity to reach hundreds of thousands, if not millions of people. There is, of course, now a huge issue with noise which didn’t exist at the dawning of the social media age, but that’s not the problem with Facebook.

The problem is that they have deliberately locked small folks out of building reach organically in order to drive ad revenue, but are not providing good value for money when people with limited resources pay a small amount for ads. Had they delivered even the lower end of their estimated reach range, I might have considered investing more. Had they delivered 7,200 people, then I certainly would have, even though I still think that’s an artificially low number given that they said my audience is 28 million.

What rankles most is that not only is there no good reason for limiting ad reach this severely, but also that it hurts the very people that social media was suppose to help: those of us stuck in the long tail without the resources to spend loads on advertising.