The art of snackable storytelling
The role of digital video on traditional or new media sites has exploded over the last year, most recently with the announcement that Time Inc is planning to double its live video production. Now that traditional media outlets such as Time and The Wall Street Journal are addressing new media strategies alongside digital content hubs the likes of Mashable and Vox, it’s a given they will need to increase studio output to keep up with consumer demand.
As these companies ramp up video staffs and fewer resources are being devoted to print, there is a growing opportunity for clients to get in on the ground floor of new media. Here are some ways to convince your clients on being early adopters.
How digital video works for new media
Publications such as The Wall Street Journal and USA Today are looking for experts who can contribute to ongoing and breaking news. During a recent panel at the Publicity Club of New York, Laura Petrecca, USA Today’s New York bureau chief, told the audience video news is generally brought in by one of three sources: reporters, breaking news and trends.
Working an announcement or existing thought leadership piece into an ongoing hot topic and offering a spokesperson to talk about it can help insert your client into an existing story.
Consider a live streaming video series
As children, many of us spent hours staring at pictures trying to identify the ever-hidden Waldo. Opportunities in digital video really aren’t so different — you just have to search for and then identify them. Take a look at an existing video series like Fast Company’s “Innovation Undercover” or “Brand Evolution” and brainstorm how your client can fit within similar recurring themes. Live-streaming “Buzzfeed Brews” is a Buzzfeed interview that follows this example.
Speaking of live streaming video, new apps such as Meerkat and Periscope are used to broadcast live events at low cost, and many outlets, including Mashable, are experimenting with these new media tools. Other platforms such as USA Today, Vox or Silicon Angle will live stream from events. Recently, IBM hosted a series of interviews with Silicon Angle’s “theCube” during the 2015 OpenPOWER Summit.
New media news coverage comes at a cost
We live in a world where almost everything has a price and digital video is no different. Pay for play opportunities such as sponsored content can be a good fit if your clients have the budget and generally offer a little more flexibility, since you are investing in the opportunity.
Much like traditional media, there are many ways to insert clients into video stories, both existing and organic. To keep ahead of the curve, you have to adopt traditional strategies and relationship building in order to stay relevant in the ever-changing media landscape.
Sometimes opportunities won’t come from a specific pitch, which is why it is important to build relationships or offer broader concepts to reporters. Even if you don’t think you have something a video producer may be interested in at that moment, just dropping them a line and making an introduction can go a long way.
Again, by building a relationship with reporters to establish your client as an expert, they are more likely to be approached in the future, Chris Booker, video producer at the Financial Times told the crowd at the same Publicity Club event. If you don’t have a specific person in mind, just building the relationship with a reporter aware of your access to industry-specific experts may be enough.