Trying to make business videos go viral

Michelle Castillo of Adweek interviewed Paul Marcum, Bloomberg’s global head of video, about the company’s expansion plans in that medium.

Here is an excerpt:

How do the digital videos differ from what you do for broadcast?
We were No. 1 in business video at the end of last year, according to comScore. That wasn’t based only on the broadcast digital livestream, but also on a tremendous number of video-on-demand clips. Frankly, it’s a different experience. Business news doesn’t always have visual elements and the emotion that you want.

Business video isn’t always the most thrilling. Plus, how can you compete against cats?
[Laughs] I think in many ways video can be a slower, more thoughtful way to consume business news. You’re able to convey the personalities behind the news. You’re able to help explain technology and the changes that are impacting business with a more personal experience. What we benefit from is we don’t need to reinvent TV, and we have access to newsmakers. We want to know how can we leverage that in an intimate digital setting.

Read more here.