Crafting an Effective Short-Form Video Strategy for Media Organizations

In the digital age, news consumption habits have undergone a significant transformation. As someone working for a company helping legacy media navigate this shift, I often reflect on my own news consumption habits. While I wish I could say that I always start my day by browsing trending news stories from my favorite publications, the reality is that, like 63% of Gen Zers, I often turn to social media platforms for my news.

This trend is not unique to just Gen Z. Many consumers find social media more informative and digestible, with 44% appreciating the concise format, 31% valuing personalized content, and 29% enjoying the interactive and immersive experience. Additionally, 26% feel that it fosters a sense of community and engagement.

The shift towards social media for news is not new; it has been evolving for years. In response to declining traffic, 79% of publishers are focusing on their short-form video content strategy on platforms like TikTok this year. However, many news organizations still struggle to leverage social media effectively to drive revenue. Social media platforms are designed to keep users engaged within the app, making it challenging to drive traffic to external websites. While ads help bridge the gap between views and revenue, integrating them with news coverage, even transparently, can be tricky to balance with maintaining trustworthiness among audience members.

Leading the Way in Short-Form Video Storytelling

Mastering the art of short-form video content is crucial for effectively engaging modern audiences. The key is to carefully select relevant news stories and present them in quick, easily digestible formats that resonate with viewers. This approach ensures that within a few minutes, consumers can learn about diverse topics such as new political developments, environmental events, or cultural happenings. By offering a variety of news topics within just a few scrolls, media organizations keep their audience informed and engaged effortlessly.

Innovative media teams are revolutionizing how news is delivered on platforms like TikTok, Instagram Reels, and YouTube Shorts. Since the adoption of these platforms, some media outlets have seen explosive growth, amassing millions of followers and likes, and hundreds of thousands of subscribers on various short-form video channels. Despite their success in growing their audiences, it doesn’t necessarily translate into viewers flocking to publishers’ websites to subscribe. The true advantage lies in expanding reach and fostering a loyal, long-term community by engaging audiences where they already spend their time.

Strategies for Success

Meet Your Audience Where They Are

A critical component of a successful short-form video strategy is understanding and meeting audiences on their preferred platforms. Whether it’s TikTok, Reels, or Shorts, the goal is to deliver news in the spaces where people already spend their time. This approach not only increases visibility but also aligns with the habits of a generation that values immediacy and convenience in their news consumption.

For example, The Washington Post has been at the forefront of this approach. Since launching its TikTok account in May 2019, the publication has posted a mix of long and short form content, including original series and comedy posts. The Post has also joined trends like “Misinformation Mondays” to combat inaccurate stories. This dedication to platform-specific content has helped the team amass 1.7 million followers and 89.1 million likes.

Develop Personality-Driven Content

To cultivate a loyal following, it’s essential to humanize the news delivery process by developing strong, relatable personalities among journalists. By creating familiar and trusted figures who regularly present the news, media organizations can establish a connection with their audience.

Data shows that 80% of Americans turn to their public figures for news because they like their personality, and 79% because they trust them. Additionally, 74% value the unique perspectives these figures offer outside of traditional news outlets. This is particularly true among Gen Z, with 82% seeking entertainment and unique insights.

These personalities act as ambassadors, engaging viewers and encouraging them to return for more. This approach transforms news delivery from a transactional to a relational experience, building habitual viewing and trust.

Balance Trends with Unique Content

While it may be tempting to follow every trending topic on social media, it’s crucial to balance trend-following with the creation of unique, original content. Early on, aligning content with platform trends can help capture initial interest, but as the audience grows, developing distinct, meaningful content becomes more valuable.

Figuring out the right balance will take time, especially since news content isn’t always intuitive to social media platforms, which typically favor entertaining content. This dynamic places more emphasis on users liking, commenting, or sharing each video post, influencing what appears on their For You page. However, transitioning from a trend-driven to a content-driven strategy ensures that the media organization’s presence remains relevant and respected over time.

Utilize Data to Refine Strategy

Regular analysis of engagement metrics is critical for refining content strategies. Keeping detailed records and generating reports on performance helps identify what resonates with the audience. By leveraging data, media organizations can adapt their content to meet viewer preferences, optimizing both story selection and format for maximum impact.

LADbible, a British publisher, exemplifies this approach by posting around five to 10 times a day using a mix of user-generated and original content on TikTok. “It’s critical to get the tone right so we often test global creative on TikTok with our LADnation research panel, to ensure the messages are as effective as possible with our audience,” said Rebecca Tyrell, TikTok lead at LADbible Group, in an article for Digiday. The team is always refining what works through constant testing, learning, and iterating to ensure the development of its work is de-risked and will be a success with LADbible’s global audience.

Build Long-Term Audience Relationships

The ultimate goal of a short-form video strategy should be to build long-term relationships with the audience. While immediate engagement metrics are important, fostering a sense of community and loyalty ensures sustained audience growth. This approach not only enhances brand recognition but also encourages viewers to explore more in-depth content, potentially leading to subscriptions and deeper engagement with the media outlet’s broader offerings.

Preparing for Future Shifts

The social media landscape is continuously evolving, and media organizations must remain agile. Expanding presence across multiple platforms and being prepared to pivot as audience behaviors change will ensure that the strategy remains effective. By staying adaptable and open to new opportunities, media organizations can maintain their relevance and continue to engage their audience, regardless of how platforms or consumption habits shift in the future.