Capturing the attention of younger generations has become a significant challenge in today’s society. This is not something only parents deal with as they try to ensure their kids fulfill responsibilities and obligations. It’s also a huge challenge for digital publishing groups aiming to remain relevant.

According to studies by Reuters, people aged 35 and older dominate traditional digital media consumption. These generations trust established platforms for news and information.

However, 18- to 34-year-old individuals show a clear preference for consuming news through social media, particularly on platforms and in formats dedicated to short videos like TikTok, Instagram Reels, and YouTube Shorts.

Understanding this behavioural shift among younger audiences is crucial. It’s a reality publishers must embrace, not just as a passing trend but as an integral part of their long-term strategies.

Short videos provide an unparalleled opportunity for editorial groups to connect with younger audiences by delivering content that is not only engaging but also strategically positioned.

Short videos, typically lasting between 15 and 60 seconds, perfectly suit digital audiences seeking instant gratification. They work by triggering quick, false dopamine boosts, keeping viewers engaged and scrolling for more. This format aligns seamlessly with the fast-paced consumption habits of today’s media users.

When we talk about “partnering” with short-video platforms, it’s not just about investing money. It’s about crafting captivating, creative, and even clever videos designed to grab the attention of a younger audience.

A correct and creative TikTok, Reel, or YouTube Short has the potential to pique viewers’ curiosity, encourage viewers to read deeper into an article, and drive traffic to the publisher’s site.

Moreover, these videos can act as “teasers” that summarise key points from a specific article or offer insights into multiple stories, ensuring the audience remains engaged on the platform while fostering a stronger connection with the publication. For a 19-year-old who might not have previously cared about a particular news outlet, these short videos can build familiarity and trust over time.

Simple yet strategic

This apparently simple and straightforward idea is, in reality, a crucial and clever approach for any media group looking to attract and engage younger audiences.

Short videos aren’t just content; they are tools for storytelling, audience growth, and, ultimately, monetisation. By leveraging this format effectively, publishers can ensure their relevance in an increasingly competitive digital landscape.

Apart from generating revenues on TikTok and Instagram through branded partnerships or ad share programmes, short videos also have the potential to drive traffic back to the publisher’s own site.

For instance, a well-crafted teaser can create curiosity, leading users to click through to read a full article or watch a longer video. Once on the site, publishers can maximise revenue by implementing ads like pre-roll video spots. These ads tend to perform exceptionally well since users are already primed to engage with video content after seeing a teaser.

Success stories and strategies

This all sounds good in theory, but what does successful implementation of the short video look like? These media companies have hit on a winning strategy.

The Washington Post on TikTok

Known for blending humour and news, The Washington Post engages millions of younger viewers with short, creative content that is informative yet entertaining. The company’s TikTok strategy has been a game changer in building brand recognition among Gen Z.

Relevo, the sports media brand from Grupo Vocento

This example provides a perfect example of a sports publisher that started with a different angle on its initial strategy.

First Relevo built its audience on TikTok with engaging short-video content. Then it launched its dedicated Web site.

By starting with TikTok, it tapped into a younger, highly engaged audience consuming content primarily through short videos. This allowed Relevo to create a name, build a community, and establish a strong presence.

This strategy helped the media company not only to reach users on the platform but also retain them by offering more comprehensive content on the Web site. The TikTok content acted as a gateway, keeping the audience connected and increasing loyalty as users transitioned from social media interaction to deeper engagement on the site.

This approach demonstrates how publishers can use short-form video content as a tool to establish themselves, attract viewers, and then create a direct path to long-term engagement on a branded platform.

By starting with TikTok and then building a Web site, Relevo successfully nurtured a loyal audience, turning casual viewers into regular Web site visitors.

Conclusion

The younger generation’s shifting attention spans and content consumption habits demand innovative approaches from publishers.

Short videos are not just a trend; they’re a powerful tool for building relationships, extending reach, and sustaining relevance. By investing time and resources into this format, publishers can connect with younger audiences, drive traffic, secure their place in the evolving media landscape, and also sustain important sources of revenue streams.

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