The New Media Challenge: Why Outlets Are Returning to Video Content

Lessons from the Past and a New Reality

A decade ago, the media industry launched a massive "video revolution." Outlets invested heavily in social media video content, hoping to boost audiences and unlock new revenue streams. However, the effort ended in disappointment when it was revealed that platforms, including Facebook, had been artificially inflating video view statistics. Many newsrooms subsequently laid off journalists and shuttered their video departments. Today, however, a second wave of the "pivot to video" appears far more intense and inevitable.

Why is Video a Priority Again?

The current trend is driven by the influence of TikTok, which has permanently altered social media algorithms. Research indicates that a vast majority of young people now consume news directly from social platforms. Video has become the primary tool for capturing user attention. Instagram Reels and YouTube Shorts confirm that short-form video is the most engaging format for users. Media organizations have realised that if they do not adapt to this demand, their space will be occupied by independent content creators.

Strategies and Adaptation

Modern media is no longer sparing resources. For example, The New York Times created the series "The Call," where journalists report on events in real-time, fostering trust and a sense of intimacy with the audience. Other publications, including The Washington Post, are collaborating with influencers and building dedicated networks to ensure content feels organic. Yet, the primary challenge remains financial monetisation. As the industry adage goes, "you cannot eat views"—viral video reach does not always translate into increased readership or paid subscriptions.

What Does the Future Hold?

Social networks are no longer satisfied with short videos alone. Platforms like YouTube and Instagram are attempting to keep users within their apps longer by offering high-quality, long-form video content that often approaches television standards. Major media organisations like the BBC are already implementing 24-hour live broadcasts on YouTube.

For journalists, this means that simple smartphone "selfie videos" may no longer suffice. The media industry will have to adapt once again, this time toward more complex and resource-intensive formats. For media in Georgia, this serves as a signal that digital transformation is not a one-time act, but a continuous process where content formats must constantly evolve alongside technological shifts.