Four Ways Video Can Maximise Engagement for Your Platform
Recent data from Ofcom reveals a significant shift in media consumption, with video rapidly gaining prominence, particularly amongst younger demographics. YouTube is now the second most-watched media platform in the UK, surpassed only by the BBC.This underscores the critical importance of integrating video into content strategies to capture and retain audience attention. Here are four key ways to leverage video for maximum engagement:
1. Build Trust Through Authenticity: In an era plagued by disinformation, establishing trust is paramount. Video offers a powerful tool for achieving this.Seeing footage directly – whether captured by a reputable source like PA Media or verified by editorial teams – lends credibility that text alone often lacks. Evocative moments, like Jose Mourinho’s “special one” declaration or Antonio Conte’s passionate rant, demonstrate the lasting impact of video’s emotional connection. Combining video with written content enhances authenticity and encourages prolonged engagement.
2. Capitalise on the Demand for ‘Live‘ Content: The 24-hour news cycle demands immediacy. Audiences crave access to events as they happen. News agencies like PA Media are responding by significantly expanding their live streaming capabilities, increasing output from one feed to an average of ten to fifteen daily. However, live video isn’t solely about breaking news; it’s also valuable for providing context, build-up, and filling content gaps. Interestingly, engagement can be higher for supporting live streams – such as fan reactions to events like the 2025 Uefa Women’s Euros final - than for conventional post-event analysis.
3. Embrace AI-Powered Efficiency: While originality remains crucial, Artificial Intelligence is transforming video production workflows. In 2025, AI tools are becoming indispensable for tasks like transcription and subtitling, significantly reducing workloads and allowing producers to focus on higher-level creative tasks. PA Media utilizes these tools to enhance efficiency, but emphasizes that all content undergoes thorough journalistic review before publication, ensuring accuracy and maintaining editorial standards.
4.Adapt to Social Media Formats: Younger audiences (three-quarters of 16-24 year olds) primarily access news via social media platforms like TikTok and Instagram. This necessitates a shift towards concise, engaging video formats, particularly 9:16 vertical content. This approach allows media companies to reach a growing market and tap into a demographic increasingly reliant on mobile-first content consumption.
By prioritizing these four strategies – authenticity,live coverage,AI-assisted production,and social media adaptation – platforms can effectively harness the power of video to maximise engagement and connect with a wider audience. As the media landscape continues to evolve, a proactive and adaptable approach to video content will be essential for success.