Pivot to Video

Advanced 📣 Marketing / Advertising

Definition

The industry-wide hallucination of 2017 where every publisher fired their writers to make videos nobody asked for. It was based on Facebook video metrics that turned out to be inflated by up to 900%, making it the Fyre Festival of content strategy.

Example Usage

"We're pivoting to video because someone at a conference said the future is video. Our 45-second explainer has 23 views, 20 of which are from the team who made it."

Related Terms

Intermediate

video completion rate

The percentage of viewers who actually watch your video ad all the way through instead of desperately seeking the skip button. It's the metric that reveals how compelling your content is versus how fast people can click away.

📣 Marketing / Advertising
Beginner

affiliate marketing

A performance-based model where third parties earn commissions for driving sales, creating an army of motivated salespeople who work for free until they succeed. It's outsourcing your sales force to anyone with a website and no shame.

📣 Marketing / Advertising
Intermediate

scent trail

The consistency of message and design between an ad and its landing page, helping users confirm they're in the right place. Break this trail and watch conversion rates plummet like Hansel without breadcrumbs.

📣 Marketing / Advertising
Beginner

the fold

The visible portion of a webpage or email before users have to scroll down. The prime real estate where your most important content lives or dies.

📣 Marketing / Advertising
Beginner

Bounce Rate

The percentage of visitors who land on your website and immediately leave, like someone who walks into a party, sees their ex, and moonwalks right back out the door. A high bounce rate is your website's way of telling you it has the personality of a damp towel.

📣 Marketing / Advertising
Beginner

buzz kill

A negative news story, bad review, or PR crisis that immediately deflates positive momentum from a product launch or campaign. The party-pooper of marketing timelines.

📣 Marketing / Advertising

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evaluations

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