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.

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.