The future of video in publishing | The Bookseller

Find your audience

It sounds simple but finding your audience and the type of content that resonates with them is key. It took me almost a year to work this out at Penguin. We tried many different formats aimed at various demographics, from funny staff tests to animation led short-form content, and analysed everything from our actual audience demographics to retention rates. Once we had figured out what does and doesn't work we were able to grow, not only in video but also in audience share. Ideally the strategy should be serving an audience need that can't be filled with mainstream media. If you have great video content the intent to purchase the book will be significantly higher.