Is a 60-second video news update part of your content future?

Posted on November 21, 2013 9:02 am by | Content | Marketing | PR | Video

Short-form video news updates could be a great way to keep your audiences up to date on company news and activities using a format that invites viewing.

PayPal, the eBay-owned payments company, shares one every week with employees. PayPal in 90 Seconds offers a quick, engaging tour around PayPal’s world, letting employees know what other employees are up to in parts of the organization with which they may have no regular contact. (Ron Shewchuk interviewed the video’s producer, Mark Kraynak, in the first installment of his podcast about internal video, .(JavaScript must be enabled to view this email address).)

The New York Times MinuteThe New York Times has introduced the New York Times Minute—a play on the old New York Minute idea—that will give audiences a 60-second (or so) overview of some of the things Times reporters are working on. New episodes are shared three times a day.

There’s an opportunity in this format—longer than a Vine or Instagram video but shorter than a typical YouTube production—for organizations to attract new audiences and entice current fans to visit more of the material companies are producing under their content marketing efforts. It’s also a perfect supplement to any brand journalism work a company may be doing.

In fact, a daily video isn’t outside the realm of possibility for some brands. We’re only talking about 60-90 seconds, which can include screen shots, existing footage and quickie interviews shot with smartphones. Quick cuts move the video along so three, four or five stories could be covered in one update. As the New York Times Minute demonstrates, you can link each item to the corresponding content on your site.

Study after study shows a preference for short-form video, driven largely (I suspect) by mobile consumption. Just the other day, standing in line to check out at the grocery store, I was flipping through content on my phone. I found a video that was under a minute. The headline was compelling. The topic was one I was interested in. So I watched it. It was over before I got to the front of the line.

These opportunities to catch people during previously unusable moments can serve as an introduction to your content. Your existing fans will be tempted to subscribe (assuming the videos are interesting, entertaining, fun, and/or informative) while those researching a purchase—already inclined to start following the companies they’re considering—may also become regular viewers.

I’m not aware of a company producing a 60-90-second video news update on a daily or weekly basis for public consumption, but they may be out there. If your company produces one—or you know of one—please share!

Disclosure: TV@Work is part of the FIR Podcast Network, which I co-manage with Neville Hobson.



  • 1.This professional organization does one every other week. Here's the latest one: The rest are on its blog.

    Adena Schutzberg | November 2013 | Boston

  • 2.Two weeks ago we launched a (pilot) TV network at three buildings in our HQ campus: one near the lobby elevators in each building and one in our employee cafe -- where they can watch while the stand in line to pay.

    Our content is a mix of videos and our TV commercials, along with a rotating section of news and reminders. In January we're launching a weekly, 3-minute video news program.

    Mike McClary | November 2013 | Phoenix

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