3-minute expertise share: week ending 20 May 2016
Social media users don’t know whose content they are reading… A 3-minute round-up of the expertise and insights that the Zapnito team wants to share with you this week.
‘43 percent of social media users don’t know where the stories they read originally appeared’, reports Lucia Moses in Digiday this week. As pressure mounts for publishers to distribute their content across numerous social media platforms, the question of what this means for their brands remains. Central to this concern, as people spend more time on social media to access content, is the fact that content consumers might be “less likely to visit publishers’ own sites, where [publishers] can control the user experience, gather data on readers and fully monetize them”. It is smaller publishers, without the necessary resources to experiment with content distribution on Facebook, that are at a particular disadvantage here. Established, bigger brands are more capable of building and testing-out new social media experiences to keep users engaged, Digiday reports.
Recognising the difficulties in the face of fierce competition from free and ‘me-too’ sources of information, the Zapnito platform is designed to help publishers monetize their content and expertise. In contrast to the current rush to distribute across social platforms, Zapnito expert networks allow publishers to bring audiences back to the publisher’s site to drive revenue and gather customer insight.
Elsewhere, in the aftermath of last week’s much-publicised and contentious Gizmodo report revealing allegations of Facebook’s political bias, The Media Briefing’s Chris Sutcliffe turns the focus to ask: ‘How does Facebook see its relationship with publishers?’. Speaking at the PPA Festival last week, Facebook’s UK Managing Director Steve Hatch told The Media Briefing “there are inherent checks in place to protect all parties involved with people on the platform,” i.e. publishers included. However, with many publishers in thrall to Facebook, Sutcliffe questions, “What does Facebook get out of the reciprocal relationship with publishers? For now it gets approval from its users as a result. But if there’s ever an indication users want something else...as happened with Live Video, publishers’ position in the news feed could look very shaky”.
David Hayward discusses the importance of video for publishers in his article entitled ‘Can online news video save the local and regional press?’ As the demand for online video by a global and mobile audience increases, Hayward urges regional and local news publishers to put video at the front and centre of what they do: “The regional press is certainly in need of radical change. That needs to happen now and creative online distributed video needs to be at the heart of it”. Video has become “the key battleground for the most creative news organisations in the world”.
Recognising this, at Zapnito we have made video core to our platform. With video panels, direct-from-webcam recording, video uploading and video embedding as standard, we have created various ways for our customers to use and monetize video. With no need for plug-ins or YouTube embedding, we ensure video publishing is as easy as possible, allowing our customers to focus on creating high-quality engaging content.
Contact us to discuss how Zapnito can help you do just this - to create new products and services to monetize your company’s expertise and reclaim your audience.