1) The document discusses how video has increased traffic and revenue for a news organization called Appledaily over the past 5 years.
2) Some types of videos that performed best included exclusive news stories, positive news, mini-series, entertainment, science/gadgets, and funny videos.
3) The organization found that decentralizing video production across departments and producing video content beyond just reprinted newspaper articles helped drive more traffic and ads revenue.
4. viDeo iS maGic?
Video enhance audience engagement
❖ Increase time spent on site
Video homepage
Article homepage
5. viDeo iS maGic?
Digital traffic regains more than what print has lost
Total Views (Yesterday)
Today views (Till 13:10)
Average Daily Unique Users
(Last Month)
13 Nov 2013
Print Circulation
10. viDeo iS maGic?
all
❖
Sm
Start
New staff at start:
❖ 6 video editors
❖ 1 animation producer
Print staff:
❖ 2 - 3 reporters per news department → inhouse writers
❖ Photographer = Cameraman
14. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
boosts up traffic enormously!
Bride-to-be died during slimming surgery
June 4
Top 1 video views:
39,967
15. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
boosts up traffic enormously!
Actress gave birth to Richard Li's first son
June 5
Top 1 video views:
298,820
7.5 times increase in
traffic!
16. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
This still works now!
Starbucks using public toilet water to
make coffee
17. viDeo iS maGic?
Discovery of what works best...
★ Positive news
18 men lift up minibus to save
woman beneath
24. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
★ Positive news
★ Mini feature series
★ Entertainment & Sports
★ Science and Gadgets
★ Funny and weird news
Drive both
traffic &
Ads revenue
25. viDeo iS maGic?
Discovery of what works best...
★ Exclusive news
★ Positive news
★ Mini feature series
★ Entertainment & Sports
★ Science and Gadgets
★ Funny and weird news
Building
Credibility
36. viDeo iS maGic?
Key learning...
Dare to make mistakes
… you will discover
best practices on the way :)
P.S. make new mistakes...
don’t repeat; could be deadly *_*