ETtoday is a digital-first news publisher in Taiwan that wanted to develop a new stream of revenue through ads on their Facebook videos. To help monetize their video content through ad breaks, they turned to CrowdTangle to help identify which videos would perform best.
ETtoday is a digital first publisher with 26 different pages on Facebook. They have become one of the largest digital publishers in Taiwan by building their pages around a diverse set of content that includes news, entertainment, politics, finance, pets, sports, tourism, technology, video games, food, and more. They emphasize building video for social platforms and average 180 videos per day across their 26 Facebook pages.
ETtoday wanted a way to directly monetize their video content on Facebook and maintain their high engagement and retention numbers.
- Build video content that users will spend time with and watch until the end.
- Utilize CrowdTangle to identify well-performing longer videos that could be monetized.
- Edit and lengthen videos identified through CrowdTangle to be at least 3 minutes, so they can be monetized.
- Monetize videos by automatically inserting ad breaks into eligible videos.
- Identify which types of videos perform best with ad breaks.
Prior to monetizing videos through ad breaks, ETtoday’s videos were typically less than 3 minutes in length. They put significant focus on creating an engaging first three seconds to capture a viewer’s attention. In ETtoday’s experience, once you get a viewer’s attention in the first 3 seconds, they keep watching so long as the narrative is powerful.
Once ETtoday was able to monetize videos through ad breaks in November of 2018, the publisher began focusing on increasing the output of monetization-eligible, 3-minute videos. To help inform this strategy, the publisher turned to CrowdTangle.
The ETtoday newsroom had always used CrowdTangle to measure interaction rate and observe how their competition was performing. A feature available to all users was introduced in early 2019: the ability to sort by video length. It opened up a new opportunity for ETtoday to identify videos with potential for monetization. This CrowdTangle feature let ETtoday look granularly at which of their videos under 3 minutes were performing well and then decide if they should expand them to 3 minutes in order to monetize them.