Vice Media group is a company that according to its website is a global company with production hubs all over the world, creating over 2,400 pieces of content a week in 25 languages. The group is borrowing tactics from social media by prioritizing fewer published words in exchange for publishing more vertical videos. And many publishers, including The UK Times are creating digital hubs dedicated to visual journalism.
The group has created an in house app last year called Stories Studio that facilitates a pivot of its priorities away from printed word to a stories-style way of sharing content. The unique thing about their strategy that is mobile native and streams content easily across TikTok, Instagram, Facebook, Google and LinkedIn.
In the past six months hundreds of the companies’ employees have used the stories app to create thousands of pieces of content every day and engagement has grown on its Instagram by 72% on posts. So seeing this approach led me to check out some other news’ social media channels to see how the implement video or if they haven’t yet. First I looked at the New York Times on Instagram. I really like the NYT app, so this was a natural place to start.
New York Times – It is evident within the first ten seconds that New York Times is not only using video, they are being innovative with it. Much of the video content engages the user by asking questions, some of the video is illustrated and tells a story. Many of the standard posts, use brilliant photography.
The Athletic Instagram – The Athletic is a high quality sports mobile and web magazine with top notch journalism in the realm of all major sports including baseball, football, and basketball. They have journalist nation wide covering beats and coming up with some of the most interesting written articles you can find anywhere. The problem in my mind is that readers habits are changing and it’s almost a niche group that enjoys reading full articles. So how does the Athletic fair online? They do a wonderful job, but they aren’t really utilizing video, instead it’s alot of beautiful graphics designed with stats and, quotes, and other interesting facts.
What I find really interesting is that the visitor never has to navigate away from the platform they are on, which ultimately enhances the experience. With all the changing habits of people, it will be a must for publishers to innovate and engage by understanding its audience and strategizing content tailored to individual platforms and across the web. I believe many media companies will fail and only the ones who use video content or other innovative ways to create, will succeed. Who are some of your favorite news sources and on which platforms do you enjoy their content?
‘Where the action is’: Vice Media Group now produces more stories than text or video: https://digiday.com/media/where-the-action-is-vice-media-group-now-produces-more-stories-than-text-or-video/
Vice Media Group website:
The Athletic Instagram: https://www.instagram.com/theathletichq/?hl=en
The New York Times Instagram: https://www.instagram.com/nytimes/?hl=en
The Vice Media Group Instagram: https://www.instagram.com/viceworldnews/?hl=en