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Short-Form Content Strategies for Media Companies: 3 Essential Tips for Running a Successful YouTube Channel

Recently, traditional and online newspapers are paying attention to short-form content. This can be seen as a strategic move to adapt to changing media consumption trends.

In this post, we aim to share the common challenges faced by media companies when venturing into video platforms and the easiest tips to get started.

Five Key Reasons Why Media Companies Are Focusing on Video Platforms Like YouTube

Video platforms like YouTube don't directly boost traffic to media company websites. However, there are several reasons why media companies are still interested:

Acquiring a New Audience

It is possible to expand the reader base targeting younger generations, particularly Gen Z and Millennials.

These audiences tend to obtain information through social media and video platforms rather than traditional news outlets.

By providing content that matches their interests and consumption patterns via a YouTube channel, media companies can capture the young audience that was hard to reach through traditional media.

For instance, they can explain complex current issues in short and concise videos or create news content linked to trendy topics.

Enhancing Brand Awareness

Increasing the exposure of media company brands through presence on various social media platforms like YouTube, Instagram, and TikTok.

By creating and distributing content tailored to each platform's characteristics, companies provide opportunities for audiences to engage with the brand across diverse channels.

For instance, on YouTube, you can offer in-depth analysis videos, on Instagram, infographics, and on TikTok, short and impactful news highlights.

This approach can also create cross-promotional effects across platforms, ultimately leading to improved brand recognition and trust for the media company as a whole.

Enhancing Interaction with Readers

Most media websites have integrated comment services, but they often remain underutilized.

This is because a culture of commenting hasn't fully taken root on news websites. On the other hand, YouTube presents a different scenario.

YouTube's comment section functions as a vibrant space for discussion and exchange of opinions. This is a result of the platform's characteristics and the participatory culture of its users.

Especially since prompting comment participation in videos can lead to direct results, it can be used as a channel to actively incorporate reader feedback.

This approach not only delivers news but also presents a new model of participatory journalism, where viewers help shape the news.

YouTube's lively interaction can significantly contribute to increasing reader loyalty and building trust in the media company.

Cross-Platform Strategy

By leveraging synergies across various platforms, you can build an overall media ecosystem.

For example, you can share highlights of in-depth analysis videos from your YouTube channel on Instagram Reels or TikTok, driving traffic to related articles on the main website.

Additionally, you can create YouTube content based on popular articles from the website, providing additional information and analysis.

This cross-platform strategy maximizes the strengths of each platform while enhancing the overall content ecosystem, ultimately expanding the digital presence of the media company.

Multimedia Content Creation

Beyond conveying information through text, it is possible to deliver rich and multi-dimensional information using video, audio, graphics, and more.

You can create infographic videos that visualize complex data for easy understanding or deliver vivid news coverage through on-site footage.

Additionally, by conducting expert interviews or panel discussions, you can present diverse perspectives, and using animations can simplify abstract concepts.

This multimedia approach enhances readers' comprehension and effectively provides in-depth analysis of complex issues.

The Three Major Challenges Faced by Media Companies Running YouTube Channels

However, running a YouTube channel poses several challenges for media companies.

Through interviews with media companies already using Videostew and those participating in the support projects of the Korea Press Foundation, we identified the following four common challenges.

Human Resource Issues

Aside from writing traditional articles, you need personnel for video content production. Especially for small to medium-sized media companies, budget constraints make it difficult to hire such specialized personnel.

In such situations, the related department ends up taking on additional tasks, which means additional 'work' is added to the existing workload, making sustainable operation challenging.

Lack of Technical Expertise

There might be a lack of know-how in new technologies such as video production and editing. This doesn't just refer to the know-how of video editing.

Transforming traditional articles into video content can feel like a daunting task, especially when you’re navigating scripting nuances and learning the ropes of editing and distribution from scratch. These hurdles often present a significant barrier to entry.

For media companies looking to run a YouTube channel, essential video editing know-how includes:

Many media outlets have long been accustomed to text-based reporting, making the shift to these new storytelling forms a challenging endeavor.

Increasing Competition on Video Platforms

As you begin channel operations, you’ll find yourself up against fierce competition from both individual creators and large channels. This is not just a battle of content but a comprehensive challenge.

Additionally, misunderstanding YouTube's algorithm can make it difficult to get your content seen at all.

Traditional media companies struggle to adapt to this new competitive landscape, particularly in capturing the younger audience demographic.

Three Smart Tips for Media Companies to Kickstart a Video Channel

So far, we’ve discussed why media companies are eyeing platforms like YouTube and the entry barriers they commonly face when starting a video channel.

Now, let’s move on to some smart tips on how media companies can launch their video channels most effectively.

Tip 1: Start with Minimal Resources

In the initial stages, it’s crucial to utilize available resources efficiently.

Here, I’ll share insights based on the experiences of media companies that have successfully managed YouTube or TikTok channels using Videostew, focusing on how you can easily upload your first video with Videostew.

1) First, bring the URL of an already published article to Videostew.

< Start with Videostew's website URL option >

Videostew allows you to paste an already published article or simply use the URL to import the original article's script and images as they are.

Through the [Start with Website] menu, you can easily begin the video conversion process by entering the document's URL.

2) Use the text refinement feature to format it according to YouTube's style.

< AI Text Refinement Results >

Typically, articles follow a structured format and are often written in a formal tone.

However, this style isn't quite suited for YouTube videos. With the [Text Refinement] feature, you can easily transform the script by adding hooking points at the start and converting it into a conversational tone.

Of course, if there are parts you don't like or need additional edits, you can do that instantly.

3) Upload your existing video materials or images.

< Easy Resource Replacement with Drag and Drop >

Videostew intuitively inserts stock videos or images that match the context of your sentences.

However, for articles, it's often better to use images or videos that you've captured yourself. In fact, it positively impacts the performance of the video.

So, if you have copyright-cleared videos or images, feel free to upload them and easily replace them using drag and drop.

4) Upload directly to your YouTube channel with a single click.

< Automatic Generation of Titles, Thumbnails, Descriptions, and Timestamps >

Once your work is done, you can distribute it to your YouTube channel with just one click.

When uploading a video, specific elements like the title, thumbnail, timestamp, and description need to be uploaded as well.

Videostew automatically generates these too, allowing you to upload videos with ease.

Journalists familiar with Videostew complete the video production for an article in about 10 to 20 minutes. If you're curious about more detailed usage, we recommend watching the Videostew introduction video through this link.

Tip 2: Establish a Consistent and Regular Distribution Schedule

< YouTube's Scheduled Release Feature >

As mentioned earlier, when you start a YouTube channel (and the same goes for other video platforms), we haven't yet earned the trust(?) of the YouTube algorithm.

To gain organic exposure and go viral, it's essential to have consistent branding and release content regularly.

It takes time to see an increase in actual subscribers and results. Therefore, focusing on long-term benefits rather than short-term views and subscriber numbers is crucial for steadily growing your channel without wavering.

Finally, through active communication with your audience, you should gather feedback on your videos and incorporate it into improving your content, evolving it into an optimized format.

Tip 3: Utilize YouTube Studio

< Average View Rate in YouTube Studio >

It's pointless to consistently upload videos that don't get a reaction. In such cases, continuous efforts to improve video quality through data analysis are necessary.

By using YouTube Studio, you can find where viewers are dropping off in your videos through metrics like view rate and watch time.

It's important to improve our articles to better align with video conventions and increase view rates.

Additionally, using demographic data, you can understand your main audience and develop a focused content strategy accordingly.

Starting is Half the Battle

The challenges that media companies face when managing YouTube channels are undoubtedly daunting.

However, despite these difficulties, creating video content in the digital media environment is becoming a necessity, not an option.

Taking the first step is the most important thing. If you wait for perfect preparation, you might miss out on opportunities. Instead, starting with the resources you currently have and gradually improving can be an effective strategy.

Success in the digital media landscape doesn’t happen overnight. But if you don’t start now, that opportunity for success might never come knocking.

It’s time to muster the courage to take that first step, even if it seems daunting.

Why not kick things off with Videostew right now? Your first video could be the beginning of a giant leap leading the future media industry.

Starting is half the battle. The moment you take that initial step, you’ve already made it halfway to success.