Do you prefer reading news on social media? If your answer is yes, you belong among 51% of the population who prefer so. Research by Reuters Institute reveals that 64% of the population between the age group of 18-24 rely on online media for information.
Which makes us wonder – is digitization transforming the way viewers consume content? As the F.O.M.O. and the favor of personalization over objectivity give rise of social media and aggregators like ‘In Shorts,’ ‘Feedly,’ and ‘Digg Reader,’ do traditional media need to change their broadcast/ distribution strategy to retain the audience?
In an age where what goes ‘viral’ sells, here are some tips to utilize the power of digital media to capture the audience.
Intriguing Storytelling: While the information remains the same, how the broadcaster presents it is what pulls and retains the audience in the ‘mobile first’ world. With the same story available across multiple platforms, readers look for a unique perspective, and perhaps, an intriguing way to share the same news. To retain the audience, storytelling has to change – it has to be short, visual, timely, and hyper-relevant.
‘Snackable’ Content: According to Forbes, adding infographic is a sure shot way to boost news traffic, as 90 percent of what we remember is based on visual impact. Short-form videos play a vital role in capturing the viewer’s attention for a longer time, thereby driving user engagement and revenue.
Explainer Videos: With the information overload that comes with the Internet, an average person is attacked by the equivalent of 174 newspapers of data a day. Explainer videos are a great way to cut through the information overload. Focusing on the facts, explainer videos often have only subtitles without any sound highlighting the crux, which usually works well for breaking news.
Focus on Soft News: Humans are primarily driven by emotions. Therefore, viewers tend to connect more with the soft news that has a strong emotional element. A simple story presented objectively with an emotional perspective works better for news broadcasters.
Choosing the Right Distribution Platform: With offsite news video consumption growing fast, broadcasters need to focus on the distribution channel to ensure maximum reach. For example, videos uploaded to Facebook or shared on Twitter get more views than those uploaded on the website. Therefore, sharing the breaking news on social media, and do a follow-up story with detailed analysis and context for the website will have more viewers than uploading a detailed video on the website.
Going Live: Thanks to the video appeal, user engagement, ‘in the moment’ value, and instant feedback, live video has become an interesting trend in the broadcast industry. With Facebook Live, Snapchat, YouTube, and Periscope allowing wider reach, media houses are competing to bring interesting and valuable live videos to their customers.
Having Defined Goals: Not all content is created with the same purpose. While the cyberspace is flooded with news and videos, each trying to carve a niche and attract the audience, a broadcaster needs to have defined goals like monetization, engagement, or brand extension before generating the content. It is important to have a strategy in place, which the broadcasters should review and refer to at regular intervals.
Creating Video Community: Media houses are increasingly turning to platforms like Talenthouse, Tongal, and Zooppa to have new video content that explains key issues simplifying business/hard language. Creating video community is a great way to crowdsource ideas in thousands, connect with the audience and empower them, and create a loyal viewers’ community.
Having Ready-made Templates: News, if not communicated as soon as it breaks, become stale. Therefore, it is important not to waste time in deciding the ideal content format or creating videos from scratch. Having templates for various kind of news across different platforms enable quick packaging and sharing of videos and news, thereby helping broadcasters share information as soon as it happens.
As broadcasters embrace the new digital world and make their presence more prominent across online platforms, it is important to have a right strategy to ensure increased engagement with the audience.