Before and after Vox released its interview with Barack Obama in February, the outlet teased viewers with a series of video previews. Each a couple of minutes long and seasoned liberally with swooping graphics, the videos were uploaded directly to Facebook and contained excerpts of the president’s conversation with Vox journalists Matt Yglesias and Ezra Klein.
The videos — some of which contained a link to the full interview — drove traffic back to Vox’s website. But that wasn’t their purpose. The previews were self-contained pieces of content that lived exclusively on Facebook, designed primarily to entice readers to share. The most popular video was published a day before the interview went live, and racked up 4,606 shares, more than the other three previews combined. Read more