Our Pivot to Video

Times are Changing, and so is That Good You Need

Lucas Quagliata
Aug 8, 2017 · 4 min read

That Good You Need is pleased to announce a dramatic change to our format. Instead of focusing on the written word, we’ll be making a pivot to video.

We think this shift in focus will help TGYN really, truly stand out in the field. While we’ve been absolutely crushing it, like really totally destroying the game, in views, reads, shares, clicks, and of course, engagement with you, our devoted fans, we just feel like there’s more we could do. Sure, we’re staying true to our mission statement and model, we feel as though we’re delivering what our audience wants, but isn’t there something more?

We sat down to think of it and after a while of discussing what exactly that might be, it became clear. We need to make more money. And how do you make more money in 2017?

Is it by being creative and finding innovative ways to brand our content? By finding advertising partners who reflect our voice, make perfect sense as collaborators, and can grow along with us? No, we thought, that wouldn’t work.

Is it by expanding our audience through sustainable, strong acquisition, a byproduct of creating reliable content? By creating an audience that’s heavily engaged and invested in our community, which will create opportunities for brands and advertisers to form true partnerships and reach that audience on an authentic level? No, of course that isn’t the answer. Plus, that would take like, time and stuff.

Is it by totally changing our model to a model that everyone else is currently changing their model to? To get rid of half of our writers (by the way, sorry y’all, meant to tell you sooner, got busy writing this post) and instead hire a few video interns who have YouTube channels with literally hundreds of views? Yes. That was the answer.

And why are we doing this? Well, it has something to do with storytelling. You see, video is the best way to tell stories. Think of a story. Now think of how you’d tell that story. Would it be with words out of your mouth like some kind of ancient poet? No. Would it be with words written down on paper, like some sort of idiot from the 1800's? I didn’t think so. It would be with your iPhone and two interns from USC who, seriously, have done some great stuff. One of their snapchat stories was lit the other day.

Oh yes, we know the word lit, and we will use it. Because we are for the millennials.

Plus, this is what the people want. Each and every one of you, every time they click on one of our articles while commuting, or at work, or in a public restroom, wishes it was a video. We know it’s true. Literally no one has ever clicked on an article and not thought “boy, I wish this was not words on a screen I could skim through but instead blaring stock music and a voiceover from someone who sounds annoyed that half their coworkers were laid off due to their company’s recent pivot to video.”

Another reason? It’s what the platforms want. Zuck, Jeffy Beez, Sundar “Sandor The Ad Hound Clegane” Pichai, they all know the future is in video. We need to create quality video — video that you’ll stop and look at in your newsfeed for 3 seconds or so, video you’re forced to watch because it’s smack in the middle of our eye-snatching goodness, in order to give them what they want. Why? Because they want it. That’s just how it is now, and we have to catch up.

Oh, there’s also another reason. This is actually the most important one. We need to shove more ads in front of your face. And not just any ads, no, high CPM video ads that make us more money than the other kinds. We need the kind that play before videos. The kind that play with the sound on. The kind where a few hit you all at once and just really, really generate that sweet sweet revenue.

We did try, at first, putting more ads on our written pieces, but for some super weird reason that just made our site slower? Which hurt traffic and something called “viewability” that everyone keeps asking us for? We’re not sure, but it was super annoying. Ultimately, we decided to go with our gut/wallet/literally everyone else in the industry and head down the path to video.

We’re excited to keep offering you That Good You Need, quality content for the millennial or, you know, Gen Z’er or like whoever else the brands want. We’re just going to be doing it in a different way that has nothing to do with our original business and that Mark Zuckerberg says people want.

Oh, also, even though this is going to make us literally truckloads of money, we’re going to need to raise a few million dollars to get this strategy off the ground. If you’d like to invest in a surefire game plan, then feel free to get in touch.

Please call us.

Please.

That Good You Need

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