"Pivot to video" is a phrase referring to the trend, starting in 2015, of media publishing companies cutting staff resources for written content (generally published on their own web sites) in favor of short-form video content (often published on third-party platforms such as Facebook, Instagram, Twitter, YouTube, Snapchat, and TikTok).[1][2] These moves were generally presented by publishers as a response to changes in social media traffic or to changes in the media consumption habits of younger audiences. According to commentators, however, it was in reality driven by advertising; only advertisers, not consumers, prefer video over text.[3][4][5] Due to the numerous jobs lost as a result, the term eventually became a euphemism for layoffs, death, and termination.[6]
Commentators have also noted a lack of transparency and accuracy in the viewership metrics reported by platforms such as Facebook, pointing out that abrupt shifts in platforms' proprietary algorithms can have devastating effects on publishers' viewership, traffic, and revenue.[2][7][8][9] Following a scandal in which Facebook revealed it had artificially inflated numbers to its advertisers about how long viewers watched ads, many journalists and industry analysts concluded that the shift to video was based on such misleading or inaccurate metrics, which created a false impression that there was customer demand for additional video content.[5][10][11]
^Weissman, Cale Guthrie (21 Feb 2018). "Here's An Abridged Timeline Of Digital Media's Pivot To Video". FastCompany. Retrieved 2018-10-18.
^ abMoore, Heidi N. (26 Sep 2017). "The secret cost of pivoting to video". Columbia Journalism Review. Retrieved 2018-10-18.
^"What's driving the publisher pivot to video, in 5 charts (hint: ad $$$)". 31 August 2017. Retrieved 2020-03-24.
^Schonfeld, Zach (30 Jun 2017). "MTV News—And Other Sites—Are Frantically Pivoting to Video. It Won't Work". Newsweek. Retrieved 2018-10-18.
^ abOremus, Will (18 October 2018). "The Real Lie About Online Video Runs Deeper Than Facebook's False Metrics". Slate Magazine. Retrieved 2020-03-24.
^Cite error: The named reference nymag was invoked but never defined (see the help page).
^Isaac, Mike (10 Aug 2014). "50 Million New Reasons BuzzFeed Wants to Take Its Content Far Beyond Lists". The New York Times. Retrieved 2018-10-18.
^Draper, Kevin (9 May 2016). "Internet Video Views Is A 100 Percent Bullshit Metric". Gawker. Retrieved 2018-10-18.
^Benes, Ross (21 Sep 2017). "Side effect of the pivot to video: audience shrinkage". Digiday. Retrieved 2018-10-18.
^Mullin, Benjamin (18 Oct 2018). "Are Facebook's Bad Metrics to Blame for 'Pivot to Video'? Publishers Disagree". The Wall Street Journal. Retrieved 2018-10-18.
^Meyer, Alexis C. Madrigal, Robinson (18 October 2018). "How Facebook's Chaotic Push Into Video Cost Hundreds of Journalists Their Jobs". The Atlantic. Retrieved 2020-03-24.{{cite web}}: CS1 maint: multiple names: authors list (link)
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