Since switching entirely to multiple platforms for which content is specifically tailored, NowThis has experienced a huge increase in monthly video views.

In an interview with RJI Futures Lab, Sarah Frank, executive producer of NowThis, said that before the news organization shut down its website in January, 2015, it had 50-60 million monthly video views. Now, monthly video views are up to 435 million across all platforms.

The success results from presenting content in the context of how viewers use and respond to the different platforms. Take time to watch the interview with Frank, in which she gives excellent examples of how content is modified for each platform.

Meanwhile here are quick highlights:

  • Facebook prompts NowThis to think about share ability and emotion. What is interesting or amazing enough to get users to share? What will their grab attention and make viewers feel something enough to share?

Read the full post.


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