The Economist’s video strategy shifts focus to YouTube
Lucinda Southern | December 19, 2017
The Economist Films division gets most of its views on Facebook, but like other publishers, it’s turning its attention to YouTube, where audiences tend to be more loyal and engaged than on Facebook. The 20-plus person division began in mid-2015 with a focus on long-form series, like entrepreneur-focused “The Hub,” backed by Santander, and “The World in 2018,”supported by Thomson Reuters. This year, The Economist also started releasing three editorial videos a week, lasting under five minutes, like this on the gender pay gap or this on foreign aid distribution. Recently, the publisher hired two staffers to focus solely on driving more engagement on Facebook and YouTube. They’re adapting short videos to both platforms, with attention-grabbing questions on the opening scene, such as, “Is this the world’s most powerful man?” for this video about China president Xi Jinping. The Economist has also started using YouTube’s end cards, which link to an additional piece of Economist content at the end of the video.