There’s no slowing down media’s pivot-to-video 2.0

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How it started

Almost exactly a decade ago, the media industry was in the middle of a video revolution — or so it thought. In the mid-2010s, publications poured money into burgeoning social media video efforts, chasing the promise of reaching larger audiences and opening new lines of revenue. Print publications and digital news outlets alike hired teams, pumped out content, and entrusted platforms like Facebook with their reach and distribution.

That pivot-to-video slowly revealed itself to be a lot of smoke and mirrors when it became clear that Facebook had inflated video views. Newsrooms cut writers and...

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