The Guardian's Facebook app has increased video views by 50-100%Copyright: jsawkins on Flickr. Some rights reserved
Speaking at the video journalism summit at the Financial Times, Stephen Folwell, director, business development and brand extensions for Guardian News & Media, explained how the Guardian sees commercial potential in video and an opportunity to move beyond the "text heritage" it is "lumbered" with.
"It is extremely difficult to make money out of on the web," he added.
In a film by Beet.TV, Folwell says that video is important for the Guardian for three reasons: it is a "really good way of storytelling"; there is potential for monetisation; and it gets the publisher into "places where we can't reach normally".
Folwell explains how the Guardian was "pretty early into video" and set up Guardian Films, which has done "groundbreaking investigations and documentaries", leading to Emmy Awards and Webby Awards.
"But that video struggled, in a way, to find an audience and a home as we are still as a desktop site pretty much a words and pictures site."