The Sunday Times has moved some fashion videos out from behind its paywall in a bid to build its audience and boost advertising reach, according to Digiday UK.
Examples of content taken outside the paywall includes backstage footage from London Fashion Week and three-minute makeup tutorials. This content will be free to view on the Times’ Style Play video hub and distributed across Facebook, Twitter and Instagram.
Lorraine Candy, editor-in-chief of the Sunday Times’ Style magazine said: “The luxury market is desperate for video. ‘How do I get to your audience with video’ was mentioned in every meeting [with advertisers]. But they are nervous about putting money behind a paywall.”
The Style Play content will be aiming to focus on metrics such as dwell time, sharing and social media interaction rather than seeking large audience numbers. This is in keeping with the luxury audience targeted by the video content.
Beyond Style, the Times is using video to convert readers to subscribers. Since launching a registered-access strategy in 2016, the news site has gained 1.2m registered-access users who can read two complementary access articles a week in exchange for registering an email address. These users are almost four times more likely to subscribe than non-registered users.
As of June 2017, the Times had 430,000 paying subscribers. Of these, 185,000 were digital subscribers.