Let’s imagine a pivot to video is genuine rather than just a scheme to give everyone a pink slip. Other than Vice and a few other shops, there’s almost no model for what a good web video job would be. Last week, Vanity Fair unveiled a profile of Serena Williams with beautiful photos from Annie Leibovitz and a story from Buzz Bissinger. But as The Awl’s Silvia Killingsworth wrote, a video that accompanied the article was just a collage of Leibovitz photos and pull quotes from the article. The article’s sentences were labored over; the pictures were composed; the video was an afterthought.
Some of this may just be timing. A decade ago, if a web publication said it was “pivoting to podcasting,” the news would have been greeted like the End Times. Now, getting tapped for a podcast is like earning a journalistic merit badge. In a few cases, writers have realized they could both write and pod. In others, writers realized that if a zippy conversation about the news of the week consumed the time they’d have otherwise spent crafting a memorable piece, well, that’s the price of success. It’s a lot easier to have the zippy conversation.
The culling of online publications will likely continue as viable business models for video sort themselves out. In the meantime, let the good times roll.
Facebook’s algorithm is so blatantly over-promoting videos that people are now gaming it to go viral with static memes uploaded as MP4s lmao pic.twitter.com/fUTdvzKtgk
— Ryan Broderick (@broderick) July 5, 2017