Even without any prior context as to the state of online video, the viewership stats for BuzzFeed Video are amazing. In an interview with BuzzFeed executive producer Andrew Gauthier, we’re treated to these numbers:
Unlike many text publishers that have pushed into video, BuzzFeed’s videos aren’t boom and bust. They regularly rack up hundreds of thousands of views on YouTube. For example, the last 10 videos BuzzFeed created have view counts between 221,000 and 1 million on BuzzFeed’s primary YouTube channel, BuzzFeedVideo.
I think the average consumer could reasonably assume that a website that already has millions of monthly visitors and millions of social media followers could start regularly producing web videos that rack up thousands of views. The reality is that success stories like BuzzFeed’s are far from the norm.
There’s been a trend in recent years of major news outlets, galvanized by the promise of higher CPM advertising rates, launching more robust video departments. How hard could it be to simply replicate the cable news talking heads model? Just put a few pundits and journalists in a room and have them analyze that day’s news. After wasting significant money and staff resources, many of these publishers have learned a difficult lesson: It’s harder than it looks. In fact, getting a significantly-sized audience to not only sit down and watch a video, but then go on to share it on social media, is a gargantuan task.
Don’t believe me? Look at the recent videos uploaded onto YouTube by the New York Times, arguably one of the largest and most well-funded news sites in the U.S. Of the 30 videos uploaded in the last five days, only one has more than 5,000 views. Most have fewer than 2,000. Or look at Post TV, the ambitious video project from the Washington Post. It launched in 2013 with the goal of producing several live shows that starred the newspaper’s most prominent pundits. It was met with dismal reviews, and by December of that same year the company announced that it was already rolling back its shows in favor of shorter videos. When you visit the Post TV website today you’ll mostly find a repository of short Reuters videos.
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And god forbid you decide to forgo YouTube and only use your custom-made video player. YouTube’s ecosystem is massive (it’s the second largest search engine after Google), and its video recommendation engine has enormous influence. Unless your video is absolutely groundbreaking, without YouTube’s help it’s likely to get fewer than 100 views.
So the fact that BuzzFeed is able to regularly produce videos that attract hundreds of thousands of viewers proves that it isn’t a one-hit, listicle-dependent wonder. It has succeeded among the wreckage of hundreds of abandoned video departments that were launched by overly-eager news organizations.
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