Meet audiences where they already are

Short-form video has brought a more accessible and informal way to reach audiences, particularly younger audiences, who spend much of their time on platforms like TikTok and Instagram. They are looking for news that is seamlessly woven into their feeds and don't have to go out of their way to stay informed and know what's going on in the world, while also having their broader content needs met.

I largely think the British news industry has accepted this reality and is putting resources into these platforms, though many are (rightfully) cautious about over-investing. They have been burned in the past, so there are legitimate questions about the value exchange.

Short-form video suits all sorts of publishers for different reasons, but I'm most excited by the rise of news creators like Jim Waterson's London Centric, who can take advantage of the intimacy the format offers and have found a home for trustworthy investigative journalism within the algorithm.

I don't think the demand for news and information has disappeared; people simply want information providers who "speak their language" and are easily found in the spaces where they already are.

The big unknown is how a social media ban for under-16s, anticipated in the UK early next year, will impact news organisations. It might not have immediate or overnight consequences, but for longer-term engagement with the next generation, I think it has significant ramifications.

I think publishers today still underestimate just how much more news organisations can get away with in terms of style and structure. Top creators have a lot of fun in this domain: they use improvised lapel mics, story props, and recurring themes or interview questions (see Subway Takes by Kareem Rahma for my favourite all-round example).

Those creators understand that creativity and consistency matter, so when their videos appear on the FYP, they feel familiar and trustworthy.

Trust is the key issue of our time, and I think news organisations need to enter these spaces and play by the established rules. You won't win people over by parachuting in.

That doesn't mean becoming a generic playbook publisher. It means understanding the key differences between short-form video and traditional video - in terms of hooks, grammar, looping, and more - and applying those lessons to your existing USP. That requires retraining and constant exposure to current trends and best-in-class examples.