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Countless digital publishers were basing strategies off of pushing their entire content library -- videos, articles, images, etc. -- to the world's largest social network. All the while, driving customers (and their demographic information) to Facebook, rather than the publishers' owned-and-operated sites.
The key - and this is something newspapers weren't set up to do a decade ago - is getting the right evergreen content, especially video content, in front of the right viewer at the right time.
Billions of views are great, but cultivating loyal viewers who keep coming back is a lot better.
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