Media's Pivot to Video 2.0: Publishers Adapt to Vertical Video as Platforms Seek New Formats

The Current Video Shift

The media industry is currently undergoing a renewed focus on video content, often referred to as "pivot-to-video 2.0." Publishers are integrating vertical video into their websites, apps, and stories, responding to the reorganization of social media feeds to prioritize video. This trend is largely influenced by the significant growth of TikTok during the pandemic.

Historical Context of Video Pivots

Approximately a decade ago, the media industry experienced a similar "video revolution." Publications invested heavily in social media video efforts, aiming for larger audiences and new revenue streams. This period saw newsrooms hiring video teams and relying on platforms like Facebook for distribution.

However, this initial pivot proved problematic when Facebook's video view metrics were found to be inflated. Many newsrooms that had cut editorial staff to fund video initiatives subsequently cut their video teams when the promised returns did not materialize, leading to instability and layoffs within the industry.

Platform Influence and Audience Behavior

Social media companies have reconfigured their platforms to emphasize video, spurred by TikTok's popularity. This has led to a situation where 20% of Americans regularly get news from TikTok, a figure that rises to 39% for individuals aged 18 to 29. YouTube has also become a dominant streaming platform, accounting for nearly 16% of TV viewing according to Nielsen.

Despite the current push, some publishers have been slow to fully embrace the latest video trends, possibly due to caution stemming from past negative experiences with platform-driven video initiatives. The current environment favors stripped-down, selfie-style video dispatches from trusted personalities.