New year, new Facebook series to attract more users to Business Insider‘s Facebook page, and thus, more advertisers. Or so the thinking goes, according to Digiday, behind the publisher’s new weekly news show, “Business Insider Today: A Closer Look,” which will take a deep look into a single topic every episode. PMG’s brand media director, Natalee Geldert, shared her thoughts on Business Insider‘s challenges and prospects.
By delving deeper into seemingly evergreen issues, these weekly episodes are likely to have a longer shelf life than the daily news show’s episodes. And given the volume of daily news programming available on TV and digital properties, publishers like Business Insider can find it difficult to stand out if they don’t have a long, established track record, said Natalee Geldert, brand media director for ad agency PMG. A weekly news show is a different matter. “The more you go in depth in providing more details around a topic, that’s where we’ll see a lot more viewership come about,” she said.
One way Business Insider is trying to differentiate itself is by producing coverage “that doesn’t mirror coverage available elsewhere.” While video views on the publisher’s main Facebook page grew last year, there have been fewer views of Business Insider‘s daily news program, so it will be interesting to see how the new show performs.