Master Your Local News Game: 6 Steps to Craft Compelling Social Videos

In a world dominated by social media, meeting your audience where they gather is essential—especially if you are a local newsroom wanting to bridge the gap with immersive storytelling. Spotlight Delaware has successfully mastered this art, using social media videos to capture both English and Spanish-speaking communities. Here’s how they do it and six crucial steps your newsroom can apply right now.

Understanding Your Audience

At the core of Spotlight Delaware’s success is its deep-rooted understanding of their viewers. Engaging the Spanish-speaking community led them to choose video content over traditional newsletters, as Matt Sullivan, COO of Spotlight Delaware, discovered. “Videos are how our community consumes news,” he acknowledged, affirming the preference for visual over written content.

Setting Realistic Goals

Unlike many who aim to drive subscriptions through video content, Spotlight Delaware focuses on providing credible information directly where audiences spend their time. “Our primary goal is not clicks but delivering news where it’s needed,” Sullivan shared, revealing an approach focused on immediate value over long-term gains.

Crafting Strategic Content

Spotlight Delaware’s video content stands out due to its strategy. Their bilingual recaps and segments designed to be shared with family members, like the endearing ‘Tell Your Tía,’ exemplify their thoughtful approach. This is more than mere news delivery—it’s about building community bridges through relatable narratives.

Optimizing Resources and Budget

Creating impactful videos doesn’t require high-end equipment. “Our team uses smartphones to record, and I invested in a $30 microphone plus an Adobe Premiere subscription,” Sullivan explains, showcasing how creativity and resourcefulness can trump large budgets in producing high-quality content.

Choosing the Right Platforms

With Facebook and YouTube catering to vast audiences, Spotlight Delaware has also focused on connecting with younger demographics through Instagram and TikTok. Matching the right platform with the intended audience ensures that their video content gets the reach and engagement it deserves.

Analyzing and Adapting

Constantly reviewing analytics helps fine-tune Spotlight Delaware’s video strategies. Drawing insights from viewer feedback led to the realization of a significant demand for their content across various social platforms. Their TikTok page alone boasts impressive views, even soaring to over 10,000 on some videos, according to Sullivan.

In conclusion, creating social media videos for a newsroom requires understanding, strategy, and adaptability. Spotlight Delaware serves as a beacon, illuminating how tailored bilingual videos can energize local news narratives. Just as they’ve opened new dialogues in their community, so too can your newsroom engage and grow through thoughtful video content.

Reflect on Sullivan’s closing words: “Trust your team, stay lean, and let creativity lead.” This approach not only celebrates the team’s strengths but also reinforces the crucial role of local news in today’s rapidly changing media landscape. According to Editor and Publisher, this innovative approach to social media videos is a testimonial to what thoughtful strategy can achieve.