Why Bloomberg QuickTake will have long, and short videos

Kayleigh Barber of Digiday interviewed Bloomberg QuickTake general manager Jean Ellen Cowgill about its planned expansion.

Barber writes, “Because QuickTake was first launched as a 24/7 news source for Twitter, Cowgill said her team learned about what works on social and for a mobile audience, and what doesn’t.

“But now QuickTake will be available on OTT and short form content for social won’t cut it as streaming audiences come to the platform for longer docu-series and other binge-able content.

“But this doesn’t mean that QuickTake is sunsetting its social distribution strategy. The increase in content production that will take place for the OTT app could lead to the temptation to simply cut down that content and republish it on Twitter and other mobile platforms, Cowgill said, but the learnings that her team gleaned from being social-only for the first two years indicated that that strategy will not work for a social media audience. The content has to be created with social media in mind from the start.

“Therefore, there will be a mix of content between the ‘longer form experience for the bigger screen on their TV at home and also … the shorter insights that are right for them when they’re dipping in and out of their phones,’ said Cowgill.”

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