Quartz posting video directly to Facebook, not its website

Quartz’s editor-in-chief and co-president Kevin Delaney explains in a note to readers how the staff has begun to approach video content.

Rather than publishing videos simply to qz.com, Quartz’s video team is putting them directly on Facebook, where many viewers prefer to consume content now. He also addresses how Quartz will look at advertising around its video content.

Delaney writes:

Quartz’s staff is energized by this change. We’re now entering into video production, with a small team of experienced digital video journalists experimenting ambitiously with new formats, techniques, and distribution. We’re liberating them for an initial period from ad inventory requirements and preconceptions about what they produce should look like.

We’re publishing our initial videos where viewers already are, on Facebook and YouTube. (We’re also embedding them in a YouTube player on qz.com for our loyal readers whenever that makes sense.) In our first few weeks, we’ve already published one major viral hit, a science video with over 15 million views on Facebook. Other videos have had significant success.

Quartz fans should look for us to produce video that surprises. You can think of our efforts as a video-production laboratory, where we build on our successes and learn from any experiments that don’t work. As we develop conviction around our approach to video, you can expect more significant investments there over time.

Read more here.