From the use of creative new formats to smart ways of sharing content, video is evolving to shape the future of news. For younger audiences, obtaining information and communicating through video is the norm. And keeping up with evolving practices, benefits and challenges of video and visual storytelling is essential for remaining relevant to this demographic.
How is video transforming news consumption, particularly among younger audiences?
Young people are getting their news from social media more than ever. It is not surprising then, given the prevalence of video content on social media, that studies show millennials and Generation Z prefer video over traditional sources. Research found 51% of Gen Z teens (14-18) rely mainly on social media for news, and McKinsey reports at least 50% see news there daily. TikTok’s role in news grew from 3% in 2020 to 15% in 2022.
Why the shift? Video can be more engaging than text — it captures emotions, simplifies information, and holds attention. Additionally, platforms like TikTok, Instagram, and YouTube make news easy to find and share. Short, digestible videos appeal to younger audiences, who often feel traditional news doesn’t speak to them. They trust influencers and alternative sources that explain stories in ways that feel relevant. Notably, people remember alternative news sources (58%) more than mainstream ones (42%) in the U.S. which highlights the importance of independent creators.
What video formats do young people prefer?
Innovative media leaders are shaking things up with new video formats to grab younger audiences. Short-form videos (under 60 seconds) have blown up on TikTok and Instagram Reels. These videos are quick, snappy news bites perfect for fast scrolling.
Vertical videos are also popular; they are designed for mobile viewing on platforms such as Snapchat Discover and Instagram Stories. The vertical format makes sense given how many people get news on their phones.
Other inventive formats include interactive videos with quizzes and Q&As built into the video. These videos provide a fun way for audiences to stay informed. Live streams give real-time updates on events, making views feel involved in the action. Animated explainers make complicated ideas simple with visuals, and GIFs provide quick, shareable news insights.
What are some strategies for distribution and engagement?
Getting more eyes on videos is all about optimizing for each platform—think about the tech specs and what audiences want. Tweaking format and length for each platform can be effective. Email newsletters can also drive traffic as can teaming up with influencers and media outlets to grab new audiences. Finally, targeted ads on social media and search engines can help viewership.
For better engagement, make content accessible. Using transcripts and subtitles, posting multiple times, and chopping longer interviews into segments can make content more digestible to viewers.
What are the pros and cons of video storytelling?
Video storytelling offers huge potential for news organizations, but it also comes with some challenges. With so much content out there, standing out and getting noticed is tough. Producing high-quality videos requires a significant investment in equipment, personnel, and editing tools, and even then, monetizing the content can be tricky. News outlets may need to get creative with revenue strategies like pre-roll ads or subscriptions. Finally, maintaining success can be complex without a solid understanding of audience engagement metrics.
On the flip side, video storytelling can also create strong opportunities. It’s a powerful way to engage audiences, build brand identity, and connect with younger demographics who prefer consuming news through video. With the freedom to experiment with new formats, news organizations can push creative boundaries and even tap into new revenue streams with effective monetization. However, to make it work, it’s crucial to avoid common mistakes like ignoring the target audience’s preferences, using poor audio or visuals, or making videos feel too promotional. Keeping the message simple and in line with the brand will ensure content is engaging and impactful.
What is the potential impact of video storytelling on the future of journalism?
As video production tools get more accessible, the news gets more democratized. Video can also help journalists convey complex info and emotions better, making a bigger impact on viewers. It offers more transparency, giving people a direct look at events as they happen. Plus, video breaks language barriers, allowing news to reach a global audience and encouraging cross-cultural understanding. But with all this comes concerns about misinformation, bias, and ethics, so it’s essential for news organizations to focus on fact-checking and maintaining journalistic integrity across all platforms.
What are next steps for media leaders who want to incorporate more video into their publications?
Completing a comprehensive demographic analysis, investing in advanced technological resources, and creating a strategic video content plan will help a great deal. Media leaders can also experiment with various video formats, ensure content is both digestible and accessible, and, of course, create structures to make sure ethics are upheld.
By harnessing the power of video storytelling, media companies can not only reach new audiences and increase engagement but also strengthen their role in shaping the future of journalism in the digital age, securing its relevance for years to come.