The FT is going vertical with its video content, making it more appealing for commercial partners.
It has moved its video content for FT life into YouTube. The second vertical the FT introduced was Transact, which focuses on the future of finance. The commercial launch partner is financial service company UBS, the only sponsor for the first 25 videos; one video will be released each Monday. Transact has its own FT hub and social accounts.
Both these initiatives plays into the broader trend of creating more series lead content, as opposed to one-off news story agendas.