In the last few years, Business Insider has risen to be one of the most popular business news websites on the planet – but selling that audience to advertisers doesn’t happen solely on that website.
In this video interview with Beet.TV, Business Insider chief revenue officer Peter Spande says the publisher is now helping brands make BI-style content specifically for social channels.
The world no long just comes to news sites, they experience them through social platforms, too. On Twitter, for example, @businessinsider now has almost two million followers – and BI is embracing the opportunity to deliver branded video there.
“We do three things, and only three things,” Spande tells us, channelling a pitch he made to ad buyers at the Digital Content NewFronts:
- “We can get people’s attention in less than two seconds with the content we’re creating.”
- “We can hold their attention, that’s what’s really hard.”
- “In many cases, we can drive people, then, to action.”
“We can do it in a way that wasn’t possible without social. We’re not going to say the website is dead. We create over 600 pieces of content for our websites.
However, in many cases, the way people access our websites is completely different than it was 10 “years ago. People are coming via social. That has led us to telling stories on those platforms rather than click to come through to our websites.”
This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.