The Financial Times (FT) is using YouTube to drive subscriptions and further its reach. The publisher is seeking to boost referral traffic from the social media platform – and, therefore, increase the chances of viewers buying subscriptions – via links in videos to related articles. In a blog post on Wednesday, FT Digital said it was “exploring ways that we can use YouTube’s video recommendation system for our own content as well as those of other publishers who want to
The Financial Times (FT) is using YouTube to drive subscriptions and further its reach. The publisher is seeking to boost referral traffic from the social media platform – and, therefore, increase the chances of viewers buying subscriptions – via links in videos to related articles. Videos with the highest click-through rate are most commonly those that explain complicated subjects, such as blockchain or cryptocurrencies, FT said.