Next in line, meet Julia Beizer, Head of Product for The Huffington Post, where she’s shaping the organization’s consumer-facing experiences across all platforms and devices. Before moving to this role, she spent a decade at The Washington Post, working on both the news and product sides of the company.
mParticle: What are the most common accelerators of mobile growth you’ve seen with Huffington Post?
Julia Beizer: Social has unlocked unparalleled reach for us on the mobile web. We’re consistently ranked the #1 publisher on Facebook by NewsWhip. Social reach has been a boon for many publishers, but specifically for us, it’s meant better insight into what our audiences love and how to better connect with them. We’ve launched a few Facebook groups over the last year that have been really successful for us in terms of sparking authentic conversations with our community.
For apps, most of our growth has been organic from strong brand recognition. To take our app audience to the next level, we focus a lot on bridging that gap between web and app. How can we drive our best users to download our apps? How can we do so in a non-obtrusive way?
mP: Please give an example of how Huffington Post bridges the gap between physical and digital, mobile and web, or any other two platforms/channels you’d like to highlight?
JB: We’ve recently built a stronger connection between our desktop website and our presence on social. One of the things that has set HuffPost apart through the years is something we call our “splash” — the quippy headline/image combo that lives across all of our platforms: desktop, mobile and app. When we relaunched our site a few weeks ago, we wanted to make sure that this element of our site traveled out to the social platforms where we meet so many of our users each day. Now, when you share HuffPost stories, the splash card will be the image that appears on your platform of choice!
mP: What are some surprising learnings you’ve had about how your mobile audience/users behave?
JB: Our app users are *incredibly* engaged — 10x the number of pages consumed. But interestingly, they’re also our widest “grazers” of content. They read/watch content from across politics, entertainment, and lifestyle.
mP: What’s your favorite app and why (excluding those you work on directly)?
JB: Snapchat, hands down. Totally new storytelling and an outside-the-box UX that gets more intuitive for new users with every release.
mP: What are the top 5 “no brainers” for growth for any app?
JB: App store optimization, deep linking, smart, targeted on-site marketing, paid social media, and exclusive app content/experiences.
Don’t miss Julia Beizer’s panel at Acceleration, taking place Thursday, May 25th in NYC at Spring Studios.
Visit Acceleration2017.com to learn more and get your tickets today!