Al Jazeera’s digital-only offshoot was born in a world where platforms rule. The site, launched in late 2014, has made the distributed content core to its strategy, trading the homepage for presences on Facebook, Instagram and Twitter.
On Facebook alone, it got 2.2 billion video views last year, which it says is a product of understanding what works on these platforms and not cutting up existing content. The challenge: balancing how to embrace new platforms without getting distracted by them.
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