There’s no slowing down media’s pivot-to-video 2.0

The media's fixation on social video, dubbed "pivot-to-video 2.0," shows no signs of abating. Nearly a decade ago, news outlets rushed into video production, hoping to reach larger audiences and new revenue streams. However, Facebook's inflated video views exposed the hollow nature of that initial pivot. Many journalists lost their jobs as media organizations cut down on writing and editing staff, only to realize later that the video focus hadn't paid off.

As social media companies reshaped their feeds to highlight video content, driven by the rise of TikTok, the broader media industry has struggled to keep up. While some publishers began incorporating vertical video on their platforms, coordinating video content production for individual reporters remains a challenge.

In the interim, YouTube has risen as the premier streaming platform, accounting for nearly 16% of TV viewership according to Nielsen. Twenty percent of Americans regularly receive news from TikTok, with that percentage rising to 39% among 18-29-year-olds, according to Pew. Viewers favor short, self-made videos from creators they trust, even if those creators aren't professional journalists.

The second pivot-to-video is now underway, and the media industry is once again eager to join the trend. Social video is unavoidable on social media platforms, with TikTok's influence felt across various online spaces, including LinkedIn. The appetite for video content appears insatiable, and news organizations risk missing out if they don't adapt.

Some traditional news outlets have already embraced short-form video, with The Washington Post achieving notable success on TikTok before many competitors even had accounts on the platform. CNN has partnered with Jubilee, a creator channel producing political debate-style videos. The New York Times has introduced vertical video series like "The Call" to foster a sense of intimacy, akin to getting updates from a friend.

Many news outlets are now hiring content creators or partnering with influencers to produce tailored social media content. Podcasts have been reimagined as vertical video clips, and TV shows have evolved into web shows and microdramas. Even major investigations are being adapted for vertical video audiences. Individual reporters, including the author, have also begun producing talking-head clips explaining their reporting.

While many in the media are investing resources in social video, it often feels reminiscent of the past. One of the misguided assumptions of pivot-to-video 1.0 was that social media traction would offset or even surpass the costs of content creation. Unfortunately, that proved not to be the case, with flawed metrics contributing to the failure of this strategy.