FUNKE Mediengruppe is one of Germany's largest media companies, publishing regional newspapers, magazines and digital news brands across the country. As audiences increasingly consume news through video and social platforms, the company has been evolving its newsroom workflows, experimenting with new formats and expanding platform-native storytelling. In this interview, Robin Aldag discusses why successful video strategies depend less on copying industry best practices and more on building a culture of experimentation, continuous learning and adaptation
You lead a dedicated video production team within one of Germany's largest media companies. Can you tell us a bit about how video has evolved at FUNKE and where it sits in the organisation today?
Video has become a central part of our content strategy. We have a dedicated team of nine people handling the entire production process, from concept development and filming to post-production and sometimes distribution. We work across multiple brands within FUNKE and create everything from premium studio productions to social-first content designed for platforms like Instagram, TikTok, YouTube, and our websites.
Over the last few years, video has become increasingly important as audience consumption habits have changed. Today, it's one of the key ways we reach and engage audiences.
How is video production organised within your team?
We work as a fully integrated production unit. Our team has access to two professional in-house studios and collaborates with several brands across the FUNKE National Brands portfolio. Depending on the project, production can range from quick mobile-first formats recorded by editors themselves to more sophisticated studio productions.
For larger productions, such as our "GALA Deep Dive" format, the process can involve a week of research, a day or two of filming, and two to three weeks of post-production.
How do you approach short-form and long-form video?
We don't see them as competing formats. They serve different audience needs and different viewing environments.
Long-form video is becoming increasingly important, particularly with the growth of YouTube viewing on smart TVs. At the same time, short-form content remains essential for reaching audiences on mobile devices through platforms like TikTok and Instagram.
Long-form content is our foundation. We use it as the source material for a range of shorter assets that we cut directly from each production. On top of that, we develop many short-form formats that are designed independently for social platforms.
Do you adapt your strategy for different platforms?
Absolutely, because different platforms require different storytelling approaches.
YouTube rewards longer, more in-depth content, while TikTok and Instagram favour shorter, highly engaging formats. Our approach is to pick one lead platform, create the content for that, and then adjust it for the others where it fits. Trying to publish identical content everywhere rarely produces the best results.
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