Four Ways Video Can Maximise Engagement forโค Your Platform
Recent data โคfrom Ofcomโ reveals โa significant โshift in media consumption, withโฃ video rapidly gaining prominence, particularly amongst younger demographics. YouTube is now the secondโ most-watched media platform in the UK, surpassed only by the BBC.This underscores the critical โimportance of integrating video into โcontent strategies to capture andโฃ retain audience attention. Here โare four key ways to leverage videoโข for maximum engagement:
1. Build Trustโ Throughโค Authenticity: In an era โคplagued by disinformation, โestablishing trust is paramount. Video offers a powerfulโ tool for achieving this.Seeing footageโ directly – whether captured by โฃa reputable sourceโ like PA Media or verified by editorial teams – lends credibility that text โalone โขoftenโฃ lacks. Evocative moments, like Jose Mourinho’s “special โone” declaration or Antonio Conte’s passionate โขrant, demonstrate โฃthe lasting impact ofโค video’s emotional connection. โคCombining video with written content enhances authenticity and encourages prolonged engagement.
2. Capitalise on the Demand for ‘Live‘ Content: The 24-hour news cycle โdemands immediacy. Audiences crave access to events as they happen.โฃ โNews agencies like PA Media are responding by significantly expanding their live โขstreaming capabilities, increasing output from one feed to an average of ten to โfifteen daily. However, live video โisn’t solely about breaking news; it’s also valuable for providing context, build-up, and filling content gaps.โค Interestingly,โ engagement can be higher forโ supportingโ live streams – such as fan reactions to events like the 2025 Uefa Women’s โขEurosโ final -โ than for conventional post-event โanalysis.
3. Embraceโค AI-Powered โEfficiency: While originality remains crucial, โขArtificial Intelligence is transforming โขvideo productionโ workflows. In 2025, AI tools are becoming indispensableโค for tasks like transcription and subtitling, significantly reducing workloads โand allowing producers to focus on higher-level โcreativeโค tasks.โ PAโ Media utilizes these tools to enhanceโ efficiency, but emphasizes that โคall content undergoes thorough journalistic review โคbefore publication, ensuring accuracyโฃ andโ maintaining editorial โฃstandards.
4.Adapt to Social Mediaโฃ Formats: Younger audiences (three-quarters of 16-24 year olds) primarily access newsโข via social media platforms โฃlike TikTok โand Instagram. This necessitates a shift towards concise, engaging video formats, particularly 9:16โค vertical content. This โคapproach allows media companies toโ reach a growing market and tap into a demographic increasingly reliant on โคmobile-first content consumption.
By prioritizingโข these four โstrategies – authenticity,live coverage,AI-assistedโ production,and social mediaโ adaptation – platforms can effectively harness the โpower of โvideo โฃto maximise engagement and connect with โคa wider audience. As the mediaโข landscape โcontinues โto evolve, a proactive and โadaptable โapproachโ to โขvideo content will โbe essential forโ success.