Tailoring homepage content to drive video consumption

Industry

Media

Channel

Mobile Web, Web

Impacted Pages

Homepage

Implementation Effort

Medium
Who:

Major American news outlet

Strategy:

The company began automatically exposing video enthusiasts to more video content across its homepage to increase video views. The publisher serves video enthusiasts with a video-dominant experience using an enhanced ‘Top Videos’ widget at the top of the page, as well as an expanded ‘Top Videos’ section as the visitors scroll down.

Tailoring homepage content to drive video consumption Tailoring homepage content to drive video consumption
Hypothesis:

For readers looking to catch up on the news, visitors will likely navigate to the homepage. A hub for content discovery, by targeting individual’s with a penchant for watching videos there, brands can more quickly draw these individuals towards particular pieces of content, increasing the likelihood and speed of which they engage with and consume content. A “Top Videos” widget or dedicated video section can double down on this strategy, luring video enthusiasts towards their preferred content format.