Short-form video is reshaping news consumption globally, offering authenticity, convenience, and diverse perspectives for younger audiences.

The way we consume news is undergoing a seismic shift, driven by the growing popularity of short-form video platforms such as TikTok, YouTube Shorts, and Instagram Reels. These platforms have redefined how stories are told and shared, prioritising visuals over text and reshaping news consumption habits—particularly among younger audiences. 

For PR and corporate communication professionals, and solopreneurs, this evolution represents both an opportunity and a challenge: to adapt traditional strategies to a rapidly changing landscape and leverage new channels to amplify their messages.

The global trend: why short-form video matters

According to the Reuters Institute Digital News Report 2024, short-form video platforms are rapidly becoming primary sources of news for younger audiences. For example, 36% of TikTok users in Kenya and 39% in Thailand report using the platform regularly for news. Some 39% of the British consume their news through short-form videos.

These trends underscore the shift from traditional text-heavy formats to bite-sized, multimedia-rich content tailored to shorter attention spans. A combination of Covid lockdowns and broad scepticism of “establishment” news sources has turbo-charged the shift.

Video’s universal appeal also lies in its accessibility: visual storytelling transcends language barriers, making it a powerful tool for international reach. In regions with diverse literacy levels and high mobile penetration, video content can deliver impactful messages more effectively than text-based news.

Three reasons why people prefer social video for news

The Reuters report identifies three key reasons why audiences, especially younger ones, are drawn to social video for news:

  1. Seeing Is believing: Many respondents appreciate the comparatively unfiltered nature of social video, which comes across as more trustworthy and authentic than traditional media. “I like the videos that were taken by an innocent bystander. These videos are unedited and there is no bias or political spin,” said one respondent. Video content is often perceived as harder to falsify, allowing people to make up their own minds – although the rise of AI-generated content may challenge this perception in the future.
  2. Convenience: Social video fits seamlessly into the platforms where users already spend their time. Algorithms serve short tailored to individual interests, making it convenient to stay informed without seeking out news actively. One respondent noted, “They easy-to-watch clips that are sufficient to provide news in a nutshell,” highlighting the efficiency of these platforms in delivering news snippets.
  3. Diverse Perspectives: Social platforms offer a broader range of viewpoints compared to traditional outlets. For some, this means access to partisan perspectives that align with their beliefs, while others value the deeper dives into niche interests or exposure to a wider variety of topics.

What this means for PR professionals and campaigns

To remain relevant, PR professionals and entrepreneurs must embrace this transformation, rethinking how they craft and distribute their stories. Traditional press releases alone no longer suffice; today’s audiences – especially younger ones – expect dynamic, multi-format content that resonates on the platforms they frequent.

Here’s how PR teams can align their strategies to these audience preferences:

1. Build trust through authenticity

Align your content with the “Seeing Is Believing” principle by providing raw, transparent visuals. For example:

  • Use unedited behind-the-scenes footage to showcase authenticity.
  • Share live streams of events or Q&A sessions with key spokespeople.
  • Emphasise human stories that connect emotionally with viewers.
  • Also, don’t be gone so long between posts – provide updates frequently for no gain other than engagement.

2. Create holistic “event” releases

A press release should no longer be a standalone document. Instead, think of it as the anchor for a comprehensive content package. According to Reuters, the majority use a mix of text, video and audio. For maximum impact:

  • Include short-form video clips: These can feature key quotes, behind-the-scenes moments, or quick explainer content related to your announcement. Repurpose these clips for TikTok, Instagram Reels, and YouTube Shorts. Or let others do it for you – preferably an influencer.
  • Provide audio components: Soundbites and interviews can be used in podcasts or as supplementary content for radio outlets.
  • Incorporate strong visuals: Infographics and eye-catching visuals increase shareability on social media.

By providing media outlets and influencers with ready-to-use content, you ensure your message is consistently represented across platforms while amplifying reach.

3. Leverage convenience through targeted distribution

Make your content algorithm-friendly by:

  • Using trending sounds, hashtags, and formats native to each platform.
  • Crafting content that addresses specific audience interests.
  • Ensuring your videos are concise, engaging, and immediately informative.

4. Partner with short-form video influencers

The Reuters report also highlights the rise of influencers as key gateways to news. Over 57% of TikTok users who consume news on the platform prioritise content from individual personalities over traditional media organisations. Influencers are trusted voices, particularly among younger demographics, offering a blend of relatability and credibility.

Action point: Identify influencers within your niche and invest in nurturing genuine relationships. Collaborate with them to share your news in ways that align with their content style and audience preferences. Authentic partnerships – rather than transactional ones – can significantly enhance your reach and engagement.

5. Showcase diverse perspectives

Cater to the desire for diverse viewpoints by:

  • Highlighting stories from varied cultural or industry perspectives.
  • Creating content that explores niche topics in depth to engage passionate communities.
  • Offering a mix of factual reporting and opinion-based analysis to cater to a broad audience.

Why the short-form video revolution demands attention

Short-form video isn’t just a passing trend, it’s a new cornerstone of communication. The combination of algorithmic amplification, platform popularity, and audience preferences ensures its relevance for the foreseeable future. PR professionals and solo entrepreneurs who adapt to this format will find themselves better positioned to reach and influence younger, globally connected audiences. Small operations and solopreneurs can exploit the low cost of entry. 

By embracing multi-format content strategies, building relationships with influencers, and prioritising visually driven storytelling, PR teams can not only navigate this changing landscape but thrive within it.