Written by Matt Peschau
As a broadcast/video production educator, you should always be looking for ways to adapt to your student audience’s viewing habits.
What’s especially interesting is how the tech-savvy students consume their news, because they are often the early adopters to platforms and activities that are then quickly adopted by professional journalists and advertisers.
With that in mind, we’ve noticed a trend in student news consumption that you should be paying attention to: short-form video on mobile social media platforms.
We are quickly becoming a mobile-first world, and our video consumption habits reflect that. In Q1 2014, mobile devices accounted for 21.5% of video plays, more than double the 9.2% share a year earlier. For further proof, follow the dollars: by 2018, it’s estimated that mobile platforms will capture half of all digital video ad spend. So, students like to consume video on their mobile devices, but how do they get their news? Well, it turns out that social media is the primary news source for 68% of students. This data shows that an increasingly effective way to engage your student audience with your stories is to create short form video that they can consume on their favorite mobile social media platforms.
Facebook and Twitter, the major players, are making big bets on mobile video. Not only have they acquired Instagram and Vine, respectively, but the social networking giants have worked to make videos easier to share and watch on their own mobile applications. Facebook recently rolled out auto-play of videos on their mobile app, in which all a user has to do is tap the video to expand them full-screen and with sound. In early July, it also rolled out a “carousel” of suggested videos that appears anytime you watch a video on Facebook’s mobile app, to encourage users to watch more mobile video. This month, In March, Twitter began testing one-tap video playback to make it easy for users - many of whom are scrolling through tweets on their smartphones and tablets - to watch videos. The NBA was one of the first to do this, sharing highlights directly to Twitter:
Technology may be changing at a rapid pace, along with the platforms we use to consume media. But there’s no denying the constant appetite for video content, especially if it is crafted specifically for the platform that it is shared on. Moving forwards, to engage the on-the-go, digitally connected, broad/video production educators like you should look to short-form video on mobile social media platforms.
To put this practice at your school Ross Video’s Inception software is a great tool to produce your student newscasts and, simultaneously, properly manage the way you & your students author, approve and publish content to your school’s social media accounts such as Facebook, Twitter, YouTube & others. Specific Inception educational pricing is available to broadcast educators like you. For more information on Inception and to request a quote for your school district, please visit our Ross Video website: www.rossvideo.com