the company laid off several employees in late 2017, as did other digital media companies. inconsistencies in tracking viewer numbers, changes in facebook's algorithms and advertising rates, and an overemphasis on search-friendly text stories were all cited as partial reasons. the company shifted business models, with less content being produced overall in favor of longer-form video journalism covering social justice and progressive causes. "business insider" cited the company's strategy as an example of the "pivot to video" idea common among digital media companies during that time.