Spotlight on Local News: Local Publishers Reaching New Audiences on Facebook Live

By Beth Loyd and Josh Mabry, News Partnerships

When extreme weather threatens a community, people that may not normally follow local news rely on their local reporters and meteorologists to keep them informed and help them stay safe. We wanted to see which videos on Facebook are being viewed beyond a publisher’s own followers, and reaching the community at large.

Using internal Facebook data, we looked at some of the Facebook Lives from Hurricane Irma and Hurricane Harvey where a high percentage of its watch time was consumed by people who are in the same market of the publisher, but aren’t fans of the Page. From meteorologists going live from the studio to answer pressing questions in real-time to stations and newspapers sharing live cams of the affected areas, here are some ways local publishers used Facebook Live to cover extreme weather and reach a larger audience.
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Viral ≠ Ephemeral: BuzzFeed on Driving Massive Shareability with Serious, Long-Form Video

By Meghan Peters, News Partnerships

BuzzFeed is famous for its fun, addictively shareable articles, lists and quizzes, but the global news and entertainment publisher has a serious side, too. On September 26, 2017, BuzzFeed posted a video titled, “the power to live and forgive,” detailing the story of Eva Mozes Kor, a holocaust survivor who lived through unspeakable horrors in Auschwitz. The video was more than 14 minutes long, and as of November 30, 2017, has more than 1.7 million shares, 173 million views, and was watched for an average of more than 3 minutes per viewer, becoming BuzzFeed’s main Facebook Page’s most shared video of all time.

Eva’s story gripped audiences and carried a powerful message. But, for BuzzFeed’s editors, it also served an unintended purpose — it made them rethink serious, long-form content and how well it resonates with its audience.
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Why Quartz Launched its New Edition With a Facebook Group: A Q+A With Editor Khe Hy

By Julia Smekalina, News Partnerships

In October, Quartz launched a new edition called Quartz At Work. It’s directed toward business professionals who are looking to be better managers, build a career, and stay up-to-date with the latest research and trends around what it means to thrive in the modern workplace. When it came to building a presence on Facebook, Quartz At Work decided to launch as a closed Facebook Group, rather than a Page. The group is called Manage It: A Community for Managers by Quartz At Work, and it has become a place where readers can have meaningful and productive discussions around the topics that matter to them most.

We talked with Khe Hy, one of the editors of Quartz At Work, about why creating a Facebook Group was better suited to the edition, how they plan on managing it, how they’ll measure its success, and what their content strategy looks like.

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Spotlight on Local News: How Four Local Reporters Are Using Facebook Live

By Beth Loyd and Josh Mabry, News Partnerships

Local journalists across the country use Facebook Live to break news, give people a behind-the-scenes look at the stories that matter most to their community, and deepen relationships with their audience. We talked with a few reporters from stations in North Carolina, Texas, Florida, and Tennessee that have had recent success with Facebook Live to see how they’re using the storytelling tool, and what advice they’d pass along to other reporters.
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How NBC News Ended Up With a 2 Million-View Facebook Video Using CrowdTangle

In July, NBC News posted a feature story documenting a son’s struggle with his mother’s advancing dementia. The emotional piece resonated with their audience — the video, posted to NBC News’ Facebook page, eventually drew over 2 million Facebook video views and thousands of shares after being cross-posted across their network.

Senior editor Emmanuelle Saliba, reporter Becky Bratu and the NBC News social newsgathering team used CrowdTangle to source the initial video from local news sources, then turned it into a national story.

How’d they do it? It’s a simple formula:

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Norwegian News Outlet Nettavisen On How They Drive Newsletter Subscriptions and Revenue through Instant Articles

By John Severinson, News Partnerships

Nettavisen is a Norwegian news outlet that’s been digital-only since they first started in 1996. They cover news, sports and finance and have always looked to get its content to readers in the most seamless way possible. “We’re not a technology company though, like many media companies call themselves. We create content and leverage technology,” says Pål Nisja-Wilhelmsen, Chief Innovation Officer at Nettavisen.

The paper was among the first in Scandinavia to start using Instant Articles when it launched in April, 2016. Today they publish nearly all of their content to the platform. Over the last year and a half, Nettavisen has been able to leverage new tools to grow traffic, convert Instant Articles readers to newsletter subscribers, and increase their monetization.
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Launching New Trust Indicators From the Trust Project for News on Facebook

By: Andrew Anker, Product Manager

In early October, we began to test a new feature to give people additional context on the articles they see in News Feed. For links to articles shared in News Feed, people can easily tap an icon to access more information, including a description of the publisher, trending articles or related articles about the topic, and information about how the article is being shared by people on Facebook. (more…)

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Adding Highlighted Shares to Video Insights for Pages

Today we’re adding Highlighted Shares to Video Insights for Pages, a new feature that will give publishers and creators more information about the top Pages that are re-sharing their videos.

Available to all Pages globally, Highlighted Shares showcases the top five Pages that have re-shared a video, ranked by views. The video publisher will also be able to see associated insights from re-sharers, like post engagement and average watch time.

Video publishers have requested more information about where people are watching and engaging with their videos to help inspire future collaborations with other Pages. We hope this update will better inform video publishers about how their videos are performing across Facebook, and enable them to connect with other Pages to build community.

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Spotlight on Local News: How The Oregonian Produces Video for Facebook

By Josh Mabry and Rebecca Rosenblat, News Partnerships

Advance Local, a media company that owns and operates local digital properties and newspapers across the United States, including NJ.com, AL.com, Syracuse.com, The Plain Dealer, The Oregonian and more, shares best practices across their organization through a weekly newsletter. A recent issue of theirs that caught our eye featured multiple members of The Oregonian sharing their strategy for social video.

We wanted to share more widely some of their best practices and learnings about creating great social video that other local publishers can apply in their own newsrooms.

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