The Evolving Role of video in News

Video is no longer simply a supplementary element for news⁣ organizations; its a powerful product‍ in its own right, capable of fostering a unique connection with audiences. This was a key takeaway ⁤from discussions at the World News Media Congress in Krakow, where industry leaders emphasized video’s ability to deliver a ‍potent combination of emotion, clarity, and trust.

The shift reflects a broader change in how audiences consume news. People are increasingly resistant to traditional, “top-down”⁢ delivery methods. They crave⁤ storytelling that feels personal, accessible, and emotionally resonant – ⁣a conversational⁢ approach that builds trust at scale.

From CNN to ⁤the News Product Alliance: A Broad Outlook

Upasna Gautam,a veteran of the tech and media industries,underscored this point. Having spent 17 years in tech, including six years leading the development of CNN’s new content ⁢publishing system before departing in May, Gautam ⁣has witnessed firsthand the transformative potential of video. this ⁢system, she explained, serves not only the daily needs of CNN’s journalists and producers but also as a dynamic platform for product and engineering teams to rapidly innovate and deploy new features.

Currently chairing ⁢the Board of Directors for the News Product Alliance – a community of over 3,000 news product professionals – Gautam‍ has observed a diverse range of⁣ video strategies across newsrooms of varying⁤ sizes. ⁢This broad exposure has solidified her belief that video offers “the closest that our audience is⁤ going to get⁤ to one-on-one interaction with a human,” imbuing ‍content with emotional ‍weight,‍ clarity, and improved recall.

The Strategy Problem: Video as a Product, Not Just Output

However, Gautam cautions against viewing video simply as another content format. “We don’t have a video problem. We have a ‍strategy problem,” she asserts. News publishers must treat video as a distinct product ⁣-⁢ one that is clearly defined,⁤ strategically aligned with business goals, and subject to dedicated ownership.

This requires a shift in mindset, moving away from simply “putting video ⁣out” and towards a more ⁤deliberate, purpose-driven approach. Key questions publishers should address include:

• Is the video strategy designed to drive growth?
• Is ⁢it focused on retaining existing audiences?
• Is it intended to generate revenue?
• Or is the primary goal to build trust?

“If you cannot name it, you cannot measure it: so purpose before⁣ production,” Gautam emphasized.

Designing for⁤ the Human Experience

Central to a triumphant video strategy is a focus‍ on ⁣the “human experience layer.” Publishers must prioritize designing for how ⁤people actually engage with content, recognizing that audiences want to connect with ⁢individuals, not ⁢simply experts. This translates to:

• A conversational tone
• Demonstrated emotional intelligence
• Clarity, prioritizing plain language over industry jargon

ignoring this human element, Gautam argues, is at the core of many⁤ challenges facing news organizations today, extending beyond video to impact product development across the board.

Prioritizing ⁢User Research and Defining Your Journey

to effectively rebuild a video strategy, ‍Gautam recommends treating video as a key