There’s no slowing down media’s pivot-to-video 2.0

The cost to produce a short video drops dramatically as the format becomes standard.

The media industry is undergoing a second pivot-to-video, driven by the continued dominance of short-form, personality-driven content on platforms like TikTok. This follows a failed attempt a decade ago when news outlets invested heavily in video, only to be undermined by inflated metrics and platform dependency. Today, social media feeds are optimized for video, with platforms like Meta (Reels) and YouTube (Shorts) prioritizing it. News organizations are adapting by embracing vertical video, collaborating with content creators, and even mimicking popular formats like Jubilee-style debates. Publishers like The Washington Post have seen success on TikTok, while CNN and The New York Times are experimenting with new video styles. The trend extends to podcast clips and even news articles being reformatted for vertical feeds, a phenomenon dubbed 'the clippening'. While audience engagement is high, monetization remains a challenge, mirroring concerns from the first pivot. New strategies aim to capture audiences where they spend their time, with the understanding that if news outlets don't, other creators will.

The media industry's current pivot to video is distinct from its previous attempt due to the proliferation of user-friendly mobile technology and a greater understanding of audience behavior. Unlike the mid-2010s, where inflated metrics and platform control led to disappointment, today's approach leverages the low barrier to entry for content creation and the established habit of consumers watching video on social platforms. Major players are not just participating but actively reshaping their offerings, with Meta experimenting with full-screen video defaults and YouTube positioning itself as a primary streaming destination, indicating a maturing digital video landscape.

Looking ahead, the industry faces another potential shift as platforms like Instagram and YouTube begin to emphasize longer-form, higher-production-value video content, mirroring traditional television. This move could represent a significant challenge for news publishers, potentially increasing production costs and reintroducing complexities akin to the first pivot-to-video era. The success of these initiatives will depend on whether platforms can offer viable monetization for creators and news organizations, ensuring that the pursuit of eyeballs translates into sustainable revenue and meaningful audience engagement beyond simple views.