Media industry pivots back to video strategy

The media industry's pivot-to-video strategy is showing signs of resurgence, as publications scramble to adapt to changing viewer habits and stay relevant in a crowded online space.

Almost exactly a decade ago, the industry embarked on a large-scale shift towards video content, with many outlets pouring significant resources into social media video efforts. This move was driven by the promise of reaching wider audiences and opening up new revenue streams. However, as it turned out, this pivot had a darker side.

The mid-2010s saw publications investing heavily in teams to produce video content for platforms like Facebook. The strategy initially seemed promising, but it soon became clear that these efforts were often met with disappointment. Newsrooms began laying off writers and editors in favor of video production staff, only to later cut those same video teams when the promised returns failed to materialize.

The experience has left a lasting impact on the industry, with many professionals viewing social video as a source of instability rather than growth. The term "pivot now feels inadequate to describe the current emphasis on social video, which is not just limited to newsrooms but has also become a defining feature of online culture.

Social media companies have been driving this shift by reorganizing their feeds to prioritize video content, following the massive success of TikTok during the pandemic. However, the media industry has been slow to respond, with some outlets taking years to adopt vertical video formats and incorporate video into their online presence.

Despite past setbacks, many publications are now doubling down on social video efforts, hoping to capitalize on changing viewer habits and stay competitive in a crowded online landscape. Whether this renewed emphasis will ultimately pay off remains to be seen, but one thing is certain: the media industry's pivot-to-video strategy has been a long and winding road so far.

YouTube has emerged as a dominant force in TV viewing, accounting for nearly 16 percent of screen time, according to Nielsen's latest data.

Younger Americans are particularly drawn to TikTok, with Pew Research finding that 39 percent of those aged 18 to 29 regularly get news from the platform. This trend is not limited to entertainment or lifestyle content; in fact, a significant portion of these users rely on TikTok as a primary source for news.

The shift towards short-form video has been driven by changing viewer preferences. Viewers increasingly prefer brief, visually-driven dispatches from personalities they trust over more traditional forms of news reporting and writing.

One major factor contributing to this trend is the democratization of content creation. The cost and barrier to entry for producing high-quality video have plummeted in recent years, making it possible for anyone with a smartphone to become a creator.

As a result, social media platforms are being transformed into vast repositories of short-form video content. TikTok's influence can be seen on rival platforms such as Meta's Reels and YouTube Shorts, as well as in unexpected places like LinkedIn.

The appetite for video appears insatiable, with time spent watching Reels on Facebook reaching an all-time high in the third quarter. This trend suggests that news organizations risk losing their audiences if they fail to adapt to the changing media landscape.

The shift towards video content is not limited to short-form clips and podcasts; traditional news outlets are now experimenting with formats popularized in the vertical video era.

CNN has partnered with Jubilee, a channel known for its debate-style videos on hot-button topics, to produce content that is both engaging and informative. This collaboration resulted in a CNN town hall meeting with Texas Senate candidate James Talarico, conducted entirely in the style of Jubilee's signature format.

The goal of these types of videos is not only to inform but also to create an intimate atmosphere, as if viewers are receiving updates from a friend. The host ostensibly makes video calls to journalists on the ground to ask them about their experiences and what they have witnessed.

In addition to partnering with external content creators, some news outlets are directly hiring or collaborating with influencers to produce independent content. This trend is exemplified by the Washington Post's creator networks, which bring together influencers and newsroom professionals to create engaging content outside of traditional reporting structures.

A new program supported by Poynter and Microsoft pairs content creators with a select group of news outlets to develop tailored social media content. This initiative recognizes that the traditional boundaries between newsrooms and external creators are becoming increasingly blurred.

The proliferation of vertical video has also led to the adaptation of various types of content, including podcasts and TV shows, into bite-sized clips formatted for social media consumption. News articles, even major investigations, are now being reformatted to cater to vertical video audiences.

Individual reporters, including myself, are creating talking-head clips that explain our reporting in a concise and engaging manner. This trend has been dubbed the clippening, referring to the reformatting of all media to be legible in a vertical video feed, even if the original work is neither vertical nor video.

The pivot-to-video trend has left many media outlets scrambling to adapt, but monetizing attention isn't always straightforward. Virality can be a fleeting sensation, and metrics that measure it are often flawed.

Social media companies have largely shifted their focus from engagement metrics like comments and shares to views, which count the number of times a post is served up on someone's feed. However, this metric doesn't account for whether viewers watch an entire video or simply swipe away after a few seconds.

The question remains: how many people who watch a clip of a podcast will go on to listen to the full episode? Similarly, do social media users watching short videos about news stories actually follow up by reading the articles in their entirety or subscribing to support the work?

Despite these challenges, there's growing recognition that journalists and news outlets need to reach new audiences where they're already spending time. Millions of people are discussing news stories online, and it's essential for reporters to build trust with these communities and become part of the conversation.

If media outlets fail to adapt, a host of other creators will be eager to fill the gap. The demand for engaging content is high, and social media platforms are looking to capitalize on this trend by becoming destinations for longer-form entertainment.

Tech companies like YouTube are pushing into television streaming, pitching exclusive shows to creators and advertisers alike. Meanwhile, Instagram's Features" effort allows for 90-minute horizontal video uploads, a clear attempt to appeal to viewers who watch videos on their televisions as well as their phones.

The media landscape is continuing to shift as news outlets and platforms alike seek to capitalize on the growing demand for video content.

In an effort to reach a younger audience, the BBC has struck a deal with YouTube to create exclusive programming for the platform, following up with a 24/7 livestream of its content.

This move towards longer-form video is not limited to the BBC, as other news outlets are also exploring ways to produce more in-depth and resource-intensive content.

While short-form video shows no signs of disappearing anytime soon, these efforts could signal a shift towards more substantial productions that require greater investment and production values typically associated with television and streaming services.

Meanwhile, platforms like Instagram are already adapting their formats to accommodate the growing demand for horizontal videos, which can be viewed on both mobile devices and televisions.

The introduction of 90-minute horizontal video uploads is just one example of this trend, as Instagram seeks to appeal to viewers who consume content on multiple screens.

As news outlets and creators navigate this changing landscape, they will need to adapt their strategies to meet the evolving demands of platforms and audiences alike.

The pivot-to-video trend in media is gaining momentum, with platforms like Instagram embracing longform content. This shift is sparking questions about the benefits for creators and news outlets, who must adapt to changing audience demands.

Instagram's recent approach to video suggests that longer formats can create more lasting relationships between creators and their audiences. However, this also puts pressure on creators to deliver higher-quality, in-depth material, rather than relying on quick hits.

News publishers are constantly navigating the complex relationship between platforms and discoverability. For instance, Google's AMP page format aimed to improve the mobile web experience for readers, but ultimately raised questions about platform control and creator autonomy.

The need for adaptability is underscored by the fact that news outlets must comply with ever-changing requirements from social media giants in order to reach their audiences. This dynamic can be seen as a trade-off between platform success and creative freedom.

Ultimately, the pivot-to-video trend will require creators and news outlets to balance platform demands with their own artistic vision, resulting in more nuanced and engaging content for viewers.