Avoiding Cannibalization Of Owned Channels By Social Content

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July 1, 2020
News & Media

Key Takeaways

Don’t cannibalize owned-channel views with Social: Leading digital media brands have chosen to intentionally forgo higher viewership with longer duration video content on YouTube in favor of not cannibalizing content consumption from their owned media channels (website). Avoid using social platforms to host long-form, exclusive, and high value content

On YouTube, long-format content tends to outperform short-format content, with videos that last from 10-15m to 20m+ garnering the largest amount of views.

YouTube - Video Views - Long-Format Content vs. Short-Format Content

However, the trend for leading digital media publishers has been to focus mostly on short-format videos (<10m) on the platform.

Leading Digital Media Publishers - Short-Format Videos

A best practice used by leading digital media publishers to engage and drive traffic to owned channels is to use short-format videos and photos on platforms like Instagram and Twitter.

Media - Short-Format Videos - Eye-Catching Photo Content

Another best practice is to use owned channels to host long-form, exclusive, and high value content that can't be found on social media.

Media - Exclusive Content

Lastly, avoid using social platforms to host long-form, exclusive, and high value content; it will either not fit the platform (such as Twitter), or it will cannibalize views from your owned channels (like YouTube).

Media - Cannibalization of Views from YouTube


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