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Pivoting to video is the biggest trend in media — but it may not prove as lucrative as publishers hope

Pivoting to video is the biggest trend in media — but it may not prove as lucrative as publishers hope

In 2015, BuzzFeed tasked five employees with a single objective: Craft the perfect viral Facebook video.

To ensure maximum share-ability, such a video had to be short — no more than 40 seconds long — and enjoyable either with or without sound as users scrolled their feeds. The team found its solution in how-to-cooking clips, and soon the mouthwatering videos made by its Tasty sub-brand began taking Facebook by storm.

BuzzFeed's success with Tasty, along with the widespread popularity of rival food channels such as Tastemade and Delish, did not go unnoticed. Much of the media world has since invested in producing short videos to be shared across social media and watched...

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