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Video

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

From mobile content to branding campaigns, INMA members are investing more and more in video as engagement numbers continue to rise. Video content is important on both the audience and advertising sides. While some news media companies create their own video content, others are partnering with video content creators to ease investment costs. Here is a compilation of how INMA members are using video to engage audiences, especially younger ones, on a variety of digital platforms. 

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Video”

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Stuff takes on climate change with One Hot Minute podcast, video series

The One Hot Minute podcast, paired with a 60-second video series, was created to engage listeners who might not normally be interested in the topic of climate change.

13 September 2021

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Jagran New Media advertiser capitalises on Olympics with campaign video

Hamdard Safi saluted the spirit of athletes who have challenged, shaped, and smashed the status quo with its “sacchai andar to achhai bahar” campaign video.

09 September 2021

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USA Today Ventures successfully moved two profitable events into a virtual space

The High School Sports Awards honours athletes throughout the United States while the American Influencer Awards celebrates social media influencers. They are two of USA Today Network Ventures’ highest-profile events. Here’s how they looked virtually.

23 August 2021

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Deeper storytelling boosts Newsday’s social media engagement

By looking at what was performing best in terms of engagement, Newsday was able to shift its strategy and deepen connections with readers.

09 August 2021

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Schibsted Partnerstudio creates playful video campaign for Nordic retail giant

When Norway went into a lockdown during the pandemic, Schibsted created a fun video campaign to show how to enjoy Biltema products.

27 July 2021

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JoongAng Ilbo targets young female readers with YouTube channel

South Korean media company JoongAng Ilbo saw a need in its market: YouTube content that targets Millennial and Gen Z female audiences. Its “Listen for a Smart Life” content does just that.

19 July 2021

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Infobae mini-documentaries showcase those hit hardest by the pandemic

Infobae’s documentary showed the need of the region’s poorest populations and how they were affected by the pandemic, resulting in help coming from the state and local residents who wanted to help.

12 July 2021

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TTELA documentary delivers the sights, sounds of local journalism

TTELA Documentary provides its audience with a full multimedia experience, including articles linking to a podcast, videos, and social media.

01 July 2021

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The Quint shares how it uses video storytelling to drive engagement and revenue

The Quint in India has a thriving video content strategy, which drives not only audience viewership and engagement, but also monetisation via branded content.

17 June 2021

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User-generated content supports South China Morning Post’s hard news production

User-generated content offers news media access to video footage they would not otherwise be able to secure.

14 June 2021

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Daily Maverick Webinars generate revenue, boost audience engagement

The Daily Maverick Webinars have enjoyed high levels of engagement during live discussions, audience feedback, and through the views and reads of the post-Webinar recordings and articles.

10 June 2021

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NBC streams holiday shopping event from pandemic-safe sets

“Peacock Presents: Holiday Steals & Deals with Jill Martin” brought Today’s “Steals & Deals” shoppable segments to a streaming environment for the first time during the pandemic.

07 June 2021

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Blick shares 6 ways to reach Gen Z with news (hint: Instagram)

Generation Z prefers content that is presented in a short, simple, and entertaining way — mostly on social media (predominantly Instagram).

06 June 2021

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24sata partners with miss7 brand on #Pinkypromiss native ad campaign

The #Pinkypromiss native advertising campaign enables two girlfriends to support each other in fighting breast cancer by setting up personalised motivational e-mail reminders that encourage each to do a self-check every month.

02 June 2021

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Ekstra Bladet turns its Web site into a home cinema during lockdown

Ekstra Bladet paired with HBO Nordic to provide a unique premiere of the new series, Beartown. The one-week native advertising campaign reached more than two million Danes.

31 May 2021

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Times of India campaign encourages women’s representation in politics

Times of India’s “Aadhe Hum, Aadha Humara” campaign highlighted the need for women to be represented in the state assemblies so issues about women would receive attention and their experiences would balance overall law and policy-making in the state.

26 May 2021

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SCMP campaign promotes post-lockdown domestic tourism in Hong Kong

The Holiday at Home campaign encouraged Hongkongers to become “tourists” in the city after the easing of social-distancing restrictions.

17 May 2021

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Danish Broadcasting Corporation inspired by 1997 video for a 2020 production

The Royal Danish Theatre in Copenhagen is often perceived by young people as a boring, uninteresting place. Danish Broadcasting Corporation set out to prove they were wrong.

17 May 2021

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VGTV’s cabin reality show creates subscription boom

The first attempt to put an entertainment show behind a paywall was one of the greatest successes in VG+ history.

03 May 2021

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Clarín Immersion documentary takes readers inside the journalism process

Clarín took its audience behind the scenes to follow a group of journalists for five days in the production of five different stories with its innovative documentary, Clarín Inmersion.

02 May 2021

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Advance Local’s People of Alabama brand transitions video storytelling series in 2020

Using video reenactments, “All Y’all” shared the backstories of interesting southerners, then expanded to record two strangers talking on a bench. During the pandemic, though, the shows continued virtually.

25 April 2021

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Video production is in every reporter’s toolbox in this small newsroom

Gjesdalbuen, one of Amedia’s smallest newspapers, is at the forefront of the corporation’s push for more news video, led by KPIs, newsroom innovation, and a mobile-only workflow.

01 April 2021

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VOL.AT finds new audience with live TV news show

VOL.AT expanded its audience by adding live TV-style interviews and events coverage during the pandemic. Now, it is also producing shows for customers, growing audiences along the way.

14 March 2021

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Reaction TV captures Dagbladet TV’s young viewers

The reaction TV programme “Non Stop” has been a most successful venture for Dagbladet, which has also captured younger viewers by repurposing the content for Snapchat.

07 March 2021

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Mobile video aids news gathering at SCMP but doesn’t replace professional gear

Reporters for the South China Morning Post use mobile video for on-the-ground reporting and breaking news, but the video team still relies on traditional broadcast-standard or DSLR-type cameras for the vast majority of coverage.

02 March 2021

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Q&A: NYT’s director of opinion video speaks about misinformation and social media influence

The New York Time’s Adam Ellick explains how social media has evolved during his career as a documentary filmmaker.

18 January 2021

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SCMP video documentary series explores the evolution, emotional depth of Hong Kong protests

With thousands of hours of footage, the South China Morning Post was in a prime position to create a full-length documentary about Hong Kong’s recent protests.

21 December 2020

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Advance Local reinvents town hall meetings during pandemic via Facebook Live

When the COVID-19 pandemic prevented face-to-face town hall meetings, AL.com created live social media events in a series called Reopening Alabama.

07 December 2020

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Punch grows video promotion 42% in 1 year, increases Millennial audience

In Nigeria’s competitive media environment, legacy news companies must dominate to keep their audiences as they work toward their digital transformation. Growing a younger audience — with content like video — is key.

19 November 2020

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HLN’s live video stream attracts 60 million starts in 6 months

HLN.be, the largest news platform of Belgium, launched HLN LIVE, a 24/7 video Web stream, six months ago. Both the site and app have grown quickly.

16 November 2020

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Irish Times video + print campaign drives success for Land Rover

The Irish Times’ campaign for Land Rover helped the premium automaker reposition its messaging and drive prospects into the showroom.

12 November 2020

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Le Devoir invites readers to pause for print

Le Devoir’s Pause Papier campaign directed readers’ interest back to printed versions of the newspaper.

03 November 2020

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SCMP reaches 1 million YouTube subscribers 6 months ahead of goal

Investing in its video team has paid off for the South China Morning Post, which achieved its goal of 1 million YouTube subscribers six months early.

02 November 2020

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Grupo RBS video series makes investment approachable, engaging

The Grupo RBS campaign took an innovative approach to teaching viewers about Warren, a digital investment platform that delivers portfolios in a new, transparent way.

19 October 2020

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Times of India increases audience with a female-focused campaign for change

The Times of India struck a chord with its campaign focused on women during Durga Puja, one of the country's largest festivals, by creating an emotional video about how women had been excluded in years past. In addition, TOI saw an astounding jump of 22% in female readership.

12 October 2020

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Newsday showcases power of video with housing discrimination investigation

Newsday’s Long Island Divided investigative piece included 240 hours of undercover video recorded by 25 testers of various races to show how they were treated by 93 local real estate agents. Understanding that readers learn differently, the team gave audience as many options as possible to engage with the project.

06 October 2020

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Times of India celebrates the power of #NewspaperMornings

The Times of India #NewspaperMornings campaign was created to remind readers of the unique relationship they share with their morning newspaper.

28 September 2020

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Amedia closes the gap on live graphic production despite 1,550-kilometre distance

Amedia’s live graphic production requires a cross-country team, but viewers reap the benefits to enjoy coverage of Norway’s women’s premiere league football.

21 September 2020

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Sunday Mid-day’s feel-good campaign helps Mumbai wind down

Embracing the essential idea of a Sunday — the day you’re allowed to do what you wish — Sunday Mid-day addresses a variety of people and their interests through its articles.

14 September 2020

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How Evening Standard grew its YouTube audience to 100,000 subscribers in 10 months

The Evening Standard built thematic playlists, worked with the YouTube algorithm, and focused on subscribers to reach its YouTube audience goals for 2020.

07 September 2020

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Times of India’s Out & Proud classified campaign inspires LGBTQ inclusion

Despite recent legal acceptance, the LGBTQ community is still marginalised in India. The Times Out & Proud classified campaign sought to foster acceptance, inclusion, and understanding by honouring the milestones of everyone’s life.

07 September 2020

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VG reaches young, female audience with news explainer videos on Snapchat

VG Rampelys is intended to inform, educate, and entertain a young audience, particularly teenaged girls. Here are five lessons learned since its May launch.

24 August 2020

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Infobae video series spotlights femicide with focus on boxer Carlos Monzón

Infobae's documentary on Carlos Monzón looked at every aspect of the complicated life of the boxer and convicted murderer in an effort to highlight the greater issue of gender violence.

30 July 2020

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SPH reaches senior audience with livestream learning programmes during lockdown

Chinese Media Group launched a new live streaming programme called Come 'n Live to reach senior citizens who are homebound during COVID-19 and unable to attend in-person classes.

20 July 2020

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How 4 news media companies are using Webinars to create audience habits

Incorporating Webinars into their content offerings is a great way for news media companies to diversify their businesses and help audiences form habits involving content. Here’s how De Standaard, The Guardian, The New York Times, and The Economist are doing that right now.

12 July 2020

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Mumbai Mirror print, video initiative looks back to help city build future

To celebrate where Mumbai has been and look to what it could be in the future, Mumbai Mirror relied upon well-respected octogenarians and an innovative approach to its front page.

28 June 2020

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Yahoo’s “Inspiring Stories” content finds silver linings in surreal times

At a time when most of the news being reported was bleak, Yahoo Life rolled out an initiative to tell positive, uplifting stories.

25 June 2020

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How Amedia live-streamed 830 Norway Cup matches from a shipping container

Despite not having a background in broadcasting, Amedia took on the immense challenge of streaming 830 football matches in six days during the Norway Cup, the world’s biggest youth football tournament. Here’s how it went.

24 June 2020

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Hearst rolls out 30-day brand awareness campaign during lockdown

In five Hearst Newspaper markets, a rebranding campaign that started in 2019 morphed into an expanded campaign after the United States went into lockdown. Here's how the campaign rolled out, including TV branding spots and a digital acquisition focus.

24 June 2020

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VGTV reaches 200,000 young viewers with innovative platform

VGTV introduced its innovative youth-oriented platform, VG News, before COVID-19 was even a concern. When demand for news increased, VG News was ready and available on platforms like Snapchat and Google Home.

23 June 2020

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COVID-19 shutdown can’t stop coverage of annual Swedish celebration

Valborg in Uppsala in 2019 compared to 2020 shows a totally different city. Upsala Nya Tidning found a way to bring the annual event to life via video.

22 June 2020

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Dagbladet TV triples daily streams

As the popularity of Web TV has increased, Dagbladet TV changed its content strategy to increase its number of daily streams by focusing on breaking news, personalisation, and thinking in new ways.

14 June 2020

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How COVID-19 turned a youth media start-up into a live broadcasting programme

When Danish schools went into lockdown, start-up Koncentrat went into action, creating a daily TV programme called Sofanews for seventh- to 10th-grade students.

14 June 2020

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KMTV creates mobile community with interactive app

The KMTV mobile app allows users to upload digital posts containing videos, photos, audio files, and GPS locations to KMTV’s private cloud dashboard.

04 June 2020

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Vijay Karnataka’s VK Corona Guide creates COVID-19 awareness

The special tabloid addition covered a variety of coronavirus-related topics and was distributed to influential community members in advance. A total of 246 applicable advertisers were also involved.

31 May 2020

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Video killed the radio star (but could save newspapers)

INMA Presentation File

22 May 2020

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Readers-First: How to use video and audio to drive subscriptions

INMA Presentation File

20 May 2020

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How we help Poles to stay at home and not go crazy

INMA Presentation File

19 May 2020

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GP loves Gothenburg

INMA Presentation File

19 May 2020

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Stuff’s celebrity Zoom interviews entertain audiences during pandemic lockdown

Three days after the idea was hatched, Stuff had a produced video via Zoom — of course — as the first installment of its “Inside My Bubble” video series. The interviews give viewers a look at how actors, athletes, scientists, and other celebrities are experiencing the pandemic. Here is how the feature came about.

13 April 2020

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How South China Morning Post’s video team stays agile, covers COVID-19 working from home

The South China Morning Post’s video team has met the challenges of COVID-19 head on. Here's how (plus a highly amusing video to brighten your day).

06 April 2020

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Aftonbladet Swedish Heroes campaign inspires audiences, attracts ad sponsors

Aftonbladet's Swedish Heroes campaign celebrates everyday heroes and culminates in a gala that honours the winners on stage. Each commercial partner gets to choose a hero category of their own.

10 February 2020

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Partnership with star basketball player helps Bay Area News Group lift retention, subscriptions

Klay Thompson’s pre-game newspaper reading ritual is the inspiration behind a multi-year campaign that has effectively engaged audiences, boosted Bay Area News Group’s education programming, and given subscriptions and retention a lift.

13 January 2020

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Clarín Brand Studio focuses on data-driven content for advertisers

Clarín launched its brand studio in 2018 to deliver data-driven insights and content for advertisers. Deep analysis of audience interests, behaviours, and purchasing habits lead to highly effective campaigns, as demonstrated a recent partnership with client Farmacity.

16 December 2019

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24sata campaign remembers, searches for 1,922 people missing after the war

Twenty-five years after the Croatian Homeland War, there were still 1,922 people missing. A moving campaign by 24sata shared the forgotten stories of each missing person to spread awareness and reinvigorate efforts to find them.

10 December 2019

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Mobile media: The consumer evolution

INMA Presentation File

22 November 2019

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Build your brand with Facebook Video

INMA Presentation File

18 November 2019

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Live streaming 3,000 matches to 63 local newspapers in 2018

INMA Presentation File

24 September 2019

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Live streaming de video

INMA Presentation File

30 August 2019

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How to win with video: Player technology

In choosing a video player, it is key for audience experience and advertiser revenue that it be built with HTML5 and have a responsive design.

26 August 2019

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How to win with video: Content matters

People spend more time on Web pages with videos, and videos generate 1200% more shares than text and images, making video a compelling part of a publishing strategy.

21 July 2019

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Yes, we pivoted to video

INMA Presentation File

17 May 2019

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Telegraaf and its news-entertainment video strategy

INMA Presentation File

15 May 2019

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Producing video for the small screen

INMA Presentation File

15 May 2019

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Revenue opportunities await with rise of OTT media, second prime time

Though over-the-top video content continues to increase in popularity, it has some drawbacks for advertisers. News brands can help with that.

09 May 2019

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Live streaming, unknown video ad placements threaten brand safety, open door for publishers

Platforms like YouTube don’t have stopgaps in place to ensure brand safety for advertisers, and alternatives are popping up to offer peace of mind. Condé Nast has started its own video content channel, charging a premium for this safe zone.

25 April 2019

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Another way of streaming

INMA Presentation File

18 March 2019

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Research: How video increases ad revenue, audience engagement

Research shows visitors spend 2.6 times more time on pages with video. That’s good for news media advertisers and digital subscription prospects.

12 February 2019

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5 video trends to watch in 2019

2018 video trends indicate that, in 2019, brand safety will remain a concern, video advertising will continue to grow, and publishers will increasingly focus on creating content that relies less on tech platforms like Facebook.

27 December 2018

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5 video trends from 2018

In 2018, digital video continued to grow with audiences and advertisers, and mobile capabilities remained essential. But brand safety will be a concern moving into 2019.

20 November 2018

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4 traits of successful digital sports publishers

In an online space where sports coverage can exist in a silo, publishers need to focus on the overall user experience and quality content to attract and engage readers and viewers.

28 October 2018

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How AI can enhance the newsroom

Contrary to common belief, Artificial Intelligence in the newsroom helps streamline workflows and allows staff to focus on more important tasks.

26 July 2018

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Top Web resources on “Video”