Video Marketing Strategy: Planning for Success
- 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.
- The shift reflects a broader change in how audiences consume news.
- Upasna Gautam,a veteran of the tech and media industries,underscored this point.
Beyond Content: Reimagining Video as a Core Product for News Publishers
Table of Contents
Published August 18, 2025
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