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Now that Facebook is pivoting to video again, I thought it might be useful to go over a rough timeline of the on-again-off-again pivots to video over the last 5+ years...Permalink On twitter.com
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Remember Tronc? " Video, like text before it, is about to explode in supply, and prices are eventually going to drop because much of that video inventory is going to be terrible. We will exaggerate that supply with metrics that aren’t real," blog.jaypinho.com/2016/06/20/video-is-not-your-savior/Permalink On twitter.com
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Measurement bullshit started immediately because of course it did, this is ad tech we're talking about Chronotope/768853585593532416Permalink On twitter.com
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No one surprised when no one wants video jayrosen_nyu/746781771950333952Permalink On twitter.com
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Everyone keeps predicting Video will become the primary method of consuming the web. It didn't. It hasn't. cjr.org/analysis/reuters_report.phpPermalink On twitter.com
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And these pivots are never based on what users want anyway. joshtpm/746851693338501121Permalink On twitter.com
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Hell, sometimes there aren't even users watching the videos. Or sometimes your videos are being watched, after being ripped off somewhere else Chronotope/788015864285134848Permalink On twitter.com
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And then oops all the metrics *were* bad after all, real bad Chronotope/819960513920724994Permalink On twitter.com
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"pivot to declining pageviews" macloo/913475109104451585Permalink On twitter.com
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People keep forgetting "Video is the most expensive and time-consuming of the multimedia disciplines." cjr.org/business_of_news/pivot-to-video.phpPermalink On twitter.com
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We keep forgetting the lessons of Own Your Platform when it comes to video - jbenton/913386636305715201Permalink On twitter.com
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"publishers should not forget what made their publications great in the first place" newsmediaalliance.org/pivot-to-video/Permalink On twitter.com
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Remember, the bumps in CPM only last for as long as video is rare. When video supply goes up... CPMs go down. "One publisher said its Facebook-monetized videos had an average CPM of 15 cents." digiday.com/media/facebooks-ad-breaks-are-not-bringing-in-a-lot-of-money-for-publishers/Permalink On twitter.com
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As the metrics show themselves to be false, the supply becomes bloated, and the cheap videos become clear for what they are, the ad buyers pull back - “In terms of short-form content buyers, almost everyone we saw two years ago is gone from the market” digiday.com/future-of-tv/healthy-market-digital-video-series-thinned/Permalink On twitter.com
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"There is no evidence consumers want more video, and video production is expensive, logistically difficult, and hard to scale" niemanlab.org/2017/12/r-i-p-pivot-to-video-2017-2017/Permalink On twitter.com
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Remember the messy video fallout at Vice in 2017? asharma/961214212214280192Permalink On twitter.com
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Oops actually the video view stats were *even worse* then the mistaken correction Facebook gave indicated. DaveMilbo/1052422652009345027Permalink On twitter.com
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It's very easy to fake or screw up these numbers and when the numbers do get *screwed up* (intentionally or not) vendors have no incentive to fix it. Chronotope/1052525705739886592Permalink On twitter.com
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It's always journalism that gets sacrificed on the alter of video metrics fakery and BS. charliearchy/1069646411120033792Permalink On twitter.com
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And it isn't like the pivot to video was *ever* a pivot to quality. petersterne/1091563829169922048Permalink On twitter.com
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And the platforms keep BSing each other into bigger and bigger changes towards video without even their own stats being right, to massive and usually terrible effect. dansinker/1136333498841817089Permalink On twitter.com
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But no stopping stupidity I guess Chronotope/1156571531478282243Permalink On twitter.com
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The people who do the work who get punished in these high stress, heavy workload pivots. "Resources were reallocated to video stuff that no one really wanted, and people lost their jobs ... Multiple websites pivoted themselves ... out of existence" hazlitt.net/feature/year-pivoting-videoOn twitter.com
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And they kept pivoting themselves out of existence! Chronotope/1214184085637279744Permalink On twitter.com
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But of course the advertisers are just as bad at learning as the publishers. duncanwc/1288802400904478721Permalink On twitter.com
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While we all suffer from the pivot to video it seems like Facebook/Meta is the one who can't keep pivoting. Over and over. mattnavarra/1452929697839566861Permalink On twitter.com
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But no one fixes the actual problems of course. Chronotope/1517120103401275393Permalink On twitter.com
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Facebook / Meta's many Pivots To Video have hurt the media industry badly, and proven useless. But from 2014 adage.com/article/digital/facebook-s-biggest-weapon-youtube-algorithm/294873Permalink On twitter.com
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to today: PopCrave/1551985935687905280Permalink On twitter.com
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Facebook keeps trying to pivot to video, and every time it forces the rest of the media industry along with it. To the detriment of civil society and journalism... but Facebook doesn't feel that hurt or care, so why not keep trying and trying and trying and trying...Permalink On twitter.com
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So yeah, I guess you could say I remain salty too! moorehn/1552276904048295939Permalink On twitter.com
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Maybe publishers will Learn Something this time and not be led by the nose right into the volcano... But I sort of doubt it.Permalink On twitter.com
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The media industry never learns. Chronotope/1089174595003916288Permalink On twitter.com
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