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Just because advertisers are eager to pay for video doesn’t mean that readers are ready to watch it; in fact, it is entirely possible that video won’t save the day for digital publishers looking for growth. Time will tell — but until then, data can help point us in the right direction.
Media companies need to find out what their audience actually responds to: What types of content are their readers most engaged with? How do Facebook and Google perform as referral sources for each type of post? Which post format is most attractive to new visitors? Returning visitors?