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How Refinery29 Increased Views by 10% with JW Player and Recommendations

Business Goals

Refinery29 creates fashion, beauty, and news videos for its audience of millennial women. While these videos had been driving engagement on social media, the brand wanted to direct more viewers to its website. By implementing JW Recommendations, Refinery29 has been able to both maintain viewership and drive traffic to the company’s owned & operated domain.

Refinery29 is also testing a new JW Player feature: Promoted Videos. This allows the company to push a particular piece of content to the top of the recommendations feed. Refinery29 can use this tool to highlight important editorial content and branded videos from advertising partners, driving more engagement and revenue.

We’re seeing great return. It was really easy to implement and just a quick check of a box.

– Sara Livengood, Product Manager, Refinery29

The Solution

The Recommendations engine gives publishers the power to present relevant videos and keep viewers engaged for an extended time. The engine indexes a publisher’s content library and selects the best videos for each viewer based on content traits and what’s trending in the publisher’s network.

Recommendations updates in real time, so content is always fresh. We are continuously improving and adjusting our underlying algorithms to drive the deepest audience engagement possible.

The benefit is not only that that videos suggested to your viewers are more engaging, but also that they require much less effort than a human-curated playlist.

One of the major reasons why we chose JW Player over Brightcove and Kaltura was the ability to really engage our audiences with playlist technology, the ability to go live with the player, the various tools for tightening the metadata, and it’s a really nice looking player with all the right technical aspects.

Kristin Lindsey-Cook Director of Digital Platforms & Strategy

The Result


Lift in Video Views

After a year-and-a-half of success with JW Player, Refinery29 turned on Recommendations and started testing the Promoted feature. In just a few months, Refinery29 saw:

  • A 10 percent lift in video views
  • Increased engagement on its branded content videos

    Refinery29 also uses the analytics from Recommendations to make more informed decisions about which videos to share with its target audience.

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Who is JW Player?

JW Player is the most powerful and flexible video platform powered by the fastest, most-used HTML5 online video player. We combine world-class software with unique data insights to help digital businesses deliver amazing video experiences, grow audiences, and maximize revenue. JW Player pioneered video on the web over a decade ago and continues to innovate as the world’s largest network-independent platform for video delivery and intelligence.

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