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News18 faced the challenge of improving its on-site video discoverability and metrics like views, watch time, and engagement rates. The platform needed to revamp its video content strategy and adopt best practices to get the Videos surfaced on search results from the Hyperlocal areas from over 390+ districts and effectively capture the attention of its target audience. Along with producing compelling videos that were not only informative but also visually engaging, News18 had to ensure optimal performance across several languages, particularly English and Hindi. Addressing technical and operational challenges to provide a seamless viewing experience for users across devices was crucial.

Optimizing on-site video metadata, including titles, descriptions, and tags with relevant keywords, as well as implementing schema markup for video content to enhance search engine discoverability resulted in higher visibility of News18's video content on search, driving an increase in organic traffic and attracting new audiences to the platform. The platform saw a surge in both views and engagement metrics for both News18 English and Hindi domains, indicating greater audience interest in its video content. Viewers were spending more time watching videos on the platform, leading to increased ad impressions and revenue opportunities.