Videos are a critical part of any news media organization’s arsenal. They can help tell the story of a breaking news event, amplify an important point or highlight new developments that may be overlooked in written press releases. They can also be used to connect with audiences and drive engagement on social media, where Millennials and Gen Z are spending much of their time.
Video news channels, or VNRs, are a key tool for many organizations, delivering up-to-the-minute content to viewers across TV stations, digital platforms and social media. VNRs can be produced quickly and efficiently, using high-quality visuals and interviews. Combined with b-roll footage, they can bring the latest news to life and provide a more engaging experience than a traditional newscast.
News organizations use VNRs to keep audiences up to date on important events and trends, leveraging the reach of platforms like Facebook, Instagram and TikTok. Algorithms on these platforms prioritize video content, making it more visible to users and resulting in higher engagement rates than other formats.
A recent study by Owen and Karrh examined the 100 most popular YouTube news channels to see what kinds of videos they produced and if there were any themes in their coverage. They found that nearly a quarter of all video news clips featured some type of focus. Of these, most focused on a political figure. The most common focus was on President Trump (the top topic), followed by videos about his impeachment and domestic issues.