As a blogger or journalist do you wonder how content ends up on certain sites? Content is starting to become less about what you write, and more about the tools you use to get it there instead. Here are three tools you should be using to increase the attention minutes of your content. The higher those minutes are the better, because attention minutes are the actual time a user is engaged in media on your site. Our friends at UpWorthy wrote a blog piece about it in case you’re looking for a little more info on attention minutes!

What Uniques And Pageviews Leave Out (And Why We’re Measuring Attention Minutes Instead)

Embed Content On Your Own Page

As a writer, it’s important to continuously learn about tools available to help you in content delivery. One tool you should be using, if you’re not, are embeds. Embeds package content across the web so it can be displayed outside of it’s original source. Embedding content on your site is invaluable, as it keeps people on your page. Many people are still hyperlinking to other articles, which works, but not as well.  If you’re referencing an article or video, it’s best to embed the content right on your page, so viewers can keep scrolling. Hyperlinking takes your viewers to other pages-which means they are leaving yours.  You didn’t write an article to have people leave it midway through, did you?

Below is an embed, and a hyperlink to the same story. See how the embed is more engaging?

Apple Sells 10 Million iPhone 6 And 6 Plus Devices During Launch Weekend


Integration and Tags

If you’re not currently using tags or integrating your content with other platforms, it’s another thing for you to consider to compete for the attention minutes of your audience.  Tags about the content in your article will help your piece be found by others. Each tag provides a path to your article. Relevant tags will help you by making your content indexable, searchable and rankable. Tags will help these metrics move upward, giving your content a better chance to surface. Integrating your content with platforms like Facebook or Twitter will also help you compete for additional minutes. Utilizing these integrations will allow your content to be seen by your networks in an effortless way. 

How to Use Tags


Set Up Google Alerts

Another tool you should think of enabling are Google alerts. Google alerts let you know when specific keywords you’ve chosen surface online. This helps you keep an eye on topics or trends, making it so you don’t need to go hunting for this information. This tool helps you to react with speed to breaking news. Knowing what is being said about you, your content, and topics you’re writing about is essential.

Google Alerts - Monitor the Web for interesting new content


Your New Toolbox of Tools

Now that you know what you need to be doing for maximum content discovery, the next step is bookmarking the tools. Here are the sites we’ve found that are free to help you accomplish your goals:

Best Practice on Tags Across Sites

Google Alerts


Posted 1 week ago by lauraatembedly
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Cards are being used everywhere, and in ways that bring rich media to your individual sites. Here’s the skinny on why and how cards being used.  

1. Cards include the main picture from the provided URL, and editable text fields. This makes getting content from other sites on your own seamless- and involves no coding.  image

2. Cards let you pick a light or dark background, making it work for your individual site. 


3. Cards are being used internationally which is pretty cool. Cards can be used any place that allows HTML. 

Check out how HLN.Be featured cards on their article. 


 And 7Sur7.Be as well!


And another great use is from

image used cards to let the world know that MSN Messenger is a thing of the past.


A few more places we found them were across these sites;, 2dayfm,, and  

Here’s a map to give you an idea on where cards are being used the most. 

In order of their usage:

Chile, United States, Belgium, Netherlands, Australia, France, United Kingdom, Canada. Germany, and Spain

4. NPR Local utilizes cards to keep the stories the focus of the page. The simple design of cards won’t detract from your content.  


5. Cards work with articles and still imagery, it works nicely with videos too!

Vika’s Spectacular Recovery Shot

6. Cards are free. Paste the URL, copy the code, and add it to your blog or site.


Posted 2 weeks ago by lauraatembedly
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It’s impressive seeing Facebook video behaviors over the last several months. A few highlights: 

Embedly has been hard at work to bring some of these features to videos embedded on any site. You can autoplay videos when they come into view, from videos over a variety of platforms including YouTube, Vine, Instagram, and Vimeo.

Now Facebook is introducing analytics for videos:

Counters encourage more engagement in both watching and posting videos. If you post a video, you’ll work to make that play count go higher. Seeing that number goes up feels good. And as a viewer, you’ll watch a video if it has a high play count.  

With the recent Analytics release, you can surface this data for embedded media on your site. So for example, if you post a Vine on your site, you know how many people have watched it on your site, and you can surface those views for your audience.  More news sites and blogs are embedding Instagram Videos and Vines from third party sources into articles.  Instead of relying on global analytics for Vine and Instagram, you can focus in on how your audience watches those videos. When it’s a third party source, these analytics are more relevant. We’re excited to see how people use the embed analytics API- get in touch to learn more. 

Posted 3 weeks ago by whichlight
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Today, we’re excited to announce the addition of a new provider - Getty Images!

Our partnership will enable you to draw on and share Getty Images’ latest news, sports, celebrity, music and fashion coverage, immense digital photo archive and rich conceptual images using Embedly. This new collaboration will provide the broadest and best analytics on millions of award-winning, embeddable images, arming you to make smart decisions based on your unique audience.

Our goal is to be the leader in content analytics. Getty Images’ goal is to inspire communicators and move the world through images. Combined, you’ll be able to share content filled with rich data, helping you discover what’s engaging, and what’s not.

Check out what else we’re up to and who else counts on us.

Posted 3 weeks ago by lauraatembedly
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Not too long ago, we received a complimentary tweet from some loyal fans. While it made everyone here at Embedly feel good, we wanted to do some digging to find out why PenPath loved us so much. 

By exchanging a couple quick tweets with our new admirers, we were able to find out that they use our Extract API. Neil Thawani said it best when saying it ”summarizes content from articles we retrieve in a snap.” We couldn’t have said it better ourselves!

Wondering what PenPath does, here’s a short clip on what they are up to. 

PenPath Private Beta Teaser

Posted 1 month ago by lauraatembedly
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Bale is the new way to share videos while measuring its overall engagement through a variety of metrics. By using Bale, you’re enabled you create your own video feed, share the playlist with friends, and view the analytics on your media.

By using Bale, you’ll be able to evaluate the overall engagement of the video you post, along with it’s true attention minutes for your audience. You’ll be able to see what people are really watching by sharing your videos through Bale.

We’re able to see just how well our Ice Bucket Challenge preformed last week using Bale’s analytics.


To get started you need to

1. Head to bale


2. Paste a video


3. Share with friends


4. Check out the analytics by clicking view stats


Posted 1 month ago by lauraatembedly
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We’re pretty excited about Reddit Live, which was just announced today! It’s cool for a couple different reasons, one being the thread’s multiple contributors ability to post real-time updates and everyone watching gets them- all without having to refresh.  The new feature also allows you to make your own live thread too.

The other reason we’re excited? Reddit Live uses Cards, which is made by Embedly! The content you want to read about, easily posted to one stream.

Here’s a quick tutorial on how to use ‘em.


Posted 2 months ago by lauraatembedly
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Earlier last week my JSConf talk came out and I was curious to see how it would be watched. It was 25 minutes long- how far would people actually get? I used Embedly’s iFrame to measure the viewer analytics, and shared that link on Facebook. From the resulting heatmap, I could tell that some of my friends on Facebook did actually watch the whole thing. 


You can do this for any video embedded using Embedly. Without having to do any coding and API integration, here’s how:

1. Log into Embedly, scroll down and include the URL in the code generator. I’m embedding the video Forms. Click Get Embed Code.  


2. Mark any options and copy the embed code. By default, only you can see the analytics when you are logged in. If you check Public Stats, anyone on your site can see the analytics. You can see an example of public stats on Reddit.


3. Paste the HTML in your blog.  The video below is embedded with my account, and is measuring viewer analytics. I’ve included public stats, which you can see on hover. 

You’re done! Share your post on Twitter and Facebook and see how people watch it. 

Posted 3 months ago by whichlight
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The situation around news and media right now is a bit ridiculous- what seemed like the future of news was pretty scrolling, and the most engaging content is now clickbait. Yet after seeing brilliant interactive stories, dissemination apps, and publications we’re feeling a sense of optimism and opportunity. If you make something compelling, a lot of people will use it, and you will make money.

We organized a hackathon with Future of News at the Media Lab bringing together developers and journalists to think up new ideas, and prototype those that were promising. Each prototype addresses a pain point with our current news mess. Here’s what we found:

1. Support the reader’s voice and opinions beyond the comment box 


You can use thoughtful callouts that take into account previous reading habits and demographics, and poll reader’s for their opinions around stories. A team from the Guardian built just this with Accio. It’s a quick and simple hack that can easily be integrated.

2. No one is figuring out what a healthy news diet is, and it is important


Once you measure something, you can improve it. We need tools to measure what we’re reading so we can be thoughtful about our media diet. Newstrition is a chrome extension to monitor what you’re reading and from where. So when you read too much on politics, maybe throw in some articles from the culture section. News sites themselves can adopt such a tool to help suggest articles and build a more thoughtful relationship with readers. 

3. Twitter is not just broadcasting and retweets


There is an opportunity to build longer relationships with a reader beyond retweets and @-replies on Twitter. News Bingo tests out this idea through a Bingo Twitter bot. Newrooms can create bingo cards around stories and events, and invite users to participate. 

4. Filter bubbles make things boring


It’s easy to get stuck in a news rut following the same kind of articles and sources. There is a long tail of articles that can be thoughtfully navigated to surface interesting, yet unexpected articles for readers. Atom explores this possibllity through a reader’s twitter feed.

5. There is a ton of open structured data, use it


Articles are more relevant to readers when they take into account reader context. Datacle focused on location- it provides a simple interface to include geotagged data into news articles. For example, in an article regarding a congressional vote, you can immediately see how your state’s congressman voted. 

6. Journalists need better tools to organize research


This is especially true as stories are collected on the go. Collater allows writers to collect and organize various media in one location through URLs and annotations. These tools are essential- we can already tell by the popularity of Storify- and we need support for them on mobile.

7. Twitter lists can be powerful news curators 


When the leading investigators on a story are on Twitter, their links are the best way to stay up to date on a developing story. They’re Watching Me applies this strategy to keep up to date on unfolding news around the NSA. A news outlet could provide a similar tool to allow readers to curate articles shared on Twitter, rendering them with thoughtful, branded design.

8. Mitigate cheap emotional appeal and the culture of fear


It can be a good idea to read a few lighthearted stories amidst the heavy and negative. Bomb Pop News empowers readers by encouraging them to reflect on how the news is affecting them, and be mindful to balance the kinds of stories they are reading. If there are too many negative stories, clearly that news outlet is missing an important part of the picture.

9. Build conversations within articles


Medium and Rap Genius popularized inline commenting, so why not try that out in news. After reading an article, conversations can grow and develop inline, providing engagement beyond the article text. InLine applies that within a news sharing service, exploring a new way to build conversations around news articles.

What now?

The discussion around new technologies and journalism has been going on for a while, and Hacking Journalism sought to support it. Within a weekend we saw a range of ideas from passionate journalists and developers that went from pain points to prototypes. Relationships grew from the hackathon collaborations and these prototypes will hopefully inspire a conversation and experiments within newsrooms and media companies. If you are interested in these projects, you can learn more here, or get in touch.

Embedly threw the hackathon because we’ve seen how it can be used alongside powerful storytelling platforms. Without any Embedly specific prize, six projects used the API (mostly through Cards): They’re Watching Me, Hi Neighbor, inLine, Main Street Journal, Collater, and Source Me. We’re thrilled to support this conversation around new technologies and newsrooms.

Here are a few more writeups of the hackathon:

Hacking journalism: 16 cool ways of reinventing the news biz

Hacking the News

4 Ways ‘Hackers’ are Rethinking Journalism 

Posted 3 months ago by whichlight
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The 13 year old in all of us rejoiced when Twitter started supporting GIFS! Yaayyy, but I’m here to crush your dreams, Twitter’s GIFs are actually displayed as looping videos.


Womp, Womp.

We did a little test, here is the original:


Here is the Twitter “GIF”.

It appears that on upload, Twitter is converting the GIF to an MP4 and embedding the video instead. Why would they do such a crazy thing? Well, size and control.


GIFs are terrible at compression. The original GIF above is 500kb while the mp4 version is only 100kb. A GIF is literally a sequence of independent images squeezed into the same file. An mp4 video can take advantage of all kinds of fancy compression techniques like keyframes and forward-predictive frames.

If most of your users are on mobile, this is a huge win. Even desktop users will notice better performance on a page with many GIFs.


Pausing a GIF isn’t really possible. There are some tricks to swap out the gif with a static frame, but it’s not built into the browser. Videos allow Twitter to leverage the browser. This means play, pause, and seek, but also cool things like slow-motion. Think your GIF is funny now? Wait til you see it in slow motion.

Cool story, so why is this important?

Now you don’t have to wait an hour for a GIF to load on your phone. Hopefully this technique catches on and we’ll have faster GIF sharing all around.

Specifically for Twitter, I think this leads to future video sharing directly through the app.  Twitter seemed late to the GIF game, but they’re ahead of us all.

Long live the VIF.

Posted 3 months ago by screeley
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