Ultimate video guide for the News & Media industry

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So, you’re in the News & Media industry and you’ve heard video works as a wonderful medium to tell your story. You are also well aware of video consumption statistics. What you need next is a foolproof strategy that you can build and scale easily.

In this post, I’ll be answering 2 questions:
1. What kind of videos should I make?
2. What are the best practices?

news & media industry need videos for this
Goals a news & media company can achieve with videos

What kind of videos should I make?

1. Advertisements and Promo Videos

Just as retail or CPG brands are concerned with increasing brand awareness, news & media companies are concerned with recognition of their media outlets (i.e. television channel, radio network, newspaper name, magazine, etc.) or their company as a whole.

Learn how you can use Rocketium to create a video advertisement NOW!

2. Story Videos

Kill your competition by reporting and sharing your story with videos. There is a higher chance of your video based story being shown to a user before a text based story in search engines. Your customers are going to remain happy if they get information from you before somebody else. An example:

3. Headline Videos

Headline videos are basically list based videos, and it is a list of news headlines. This is a great way to show your audience what developments they missed in the last 24 hours from around the globe or from their own neighbourhood.

You can also make headline videos to show all news covered by a particular reporter (say, top reporter of the month). An example:

4. Announcement Videos

You can use videos to share announcements both internally and externally. It can be a new policy that you want employees to be informed about, or the launch of your new platform. Check this example video announcing Reddit’s digital magazine – Upvoted.

What are the best practices?

1. Advertisements and Promo Videos

If you have not fully engaged your audience after the first 30 seconds, you’ve likely lost 33% of viewers; and after one minute, 45% of viewers have stopped watching.

A first time visitor should be given a short, top level ‘make them want to find out more’ piece of content. You can publish these videos on social media, send them via email or even display them via TV networks and Display Units at events or meet-ups.

  • News & Media advertisements (15-45 seconds)

A viewer will never click on your video ad for the first time if he is not aware of your brand. Seeing the length of your video in this range makes him hit the “Play” button confidently.

  • News & Media brand videos (30-59 seconds)

Get your viewer acquainted with your vision, values and the core of your brand.

Make sure to include a CTA (Call-to-action) at the end of your video. It can prompt the user to visit your website to know more, or subscribe to a newsletter by submitting their email id.

2. Story Videos

Your story video can be divided into 3 parts: Intro, Content and Outro.

The intro scene can be common for certain categories. For example, all news stories from a particular reporter can have his/her image and the title of that story. You can also have intros based on the news type as well – all tech related news can have a video clip of animated gadgets and the name of the reporter.

The content part of your video should have multiple images and video clips. You can also insert quotes from the people involved in the story. Including numbers in your text acts like a modulation (similar to what we experience in voice) and creates an impression on the viewer’s minds. Make sure to highlight the numbers by using multiple colors in your text.

The outro scene should have a CTA if you’re uploading videos on social media. The CTA can prompt the viewer to subscribe to your channel or share you video.

Check out this list of best practices for video CTAs.

3. Headline Videos

Headline videos are generally short in length (within 60 seconds).

Each scene can have a number and one sentence which describes the story in the best possible way. Since this is supposed to be a quick glance of multiple stories, you can avoid describing the news in this video and use the Story Video instead.

Depending on the collection of stories, you can choose to add transitions as well. For example if you’re sharing a video of “10 developments in the crypto-currency world in the last week”, you can add a funky animated transition like in the example below:

4. Announcement Videos

Announcement videos can be divided into 3 parts (just like Story Videos)Intro, Content and Outro.

The intro scene can be fixed for different categories. For example, if you are making an internal announcement, you can include a video clip of the Head of HR and some text, like “New policy for Domestic reporters”.

For the content part, you must make sure that the entire narration is in first-person. Since your audience consists of both internal and external viewers, a first-person narrative has a great impact.

The outro part of your video is applicable for external announcements. You should include a CTA that prompts the user to check out the new site you launched or sign-up for the new referral program you started.

You can share internal announcement videos via email, slack groups, Facebook Messenger or any other medium you use for internal communication. Social media is a great tool to share external announcement videos and attract traffic to your newly launched site/page.