Publishers rush into video again to chase audiences on TikTok, Instagram, and YouTube
The article discusses how publishers are once again pivoting heavily toward video production to capture audiences on TikTok, Instagram, X, and YouTube. It draws a parallel to the earlier Facebook-funded video boom, which collapsed when Facebook pulled back, leading to the demise of several video-focused media companies. The piece warns that the current rush to chase video audiences on multiple platforms may repeat past mistakes.
1h ago1 min readenNews
Key quotes
Publishers are investing heavily in video now to match massive short- and long-form audiences on TikTok, Instagram, X, and YouTube.
After Facebook retreated and acknowledged insufficient video-advertising demand, companies that relied on Facebook video—such as Mic, Mashable, Vocativ, and MTV News—either died or faded.
The current shift targets video-addicted audiences across TikTok, Instagram, X, and YouTube, where short-form clips and long-fo
From the article
Publishers are investing heavily in video now to match massive short- and long-form audiences on TikTok, Instagram, X, and YouTube.
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