Contrary to the most publishers belief that video-content is the only way to attract audience and gain, printed news are still remain preferable among the vast amount of users and consumers. Undoubtedly video-content is Tomorrow but text is Today and that is not all about money and laboriousness.


Basic points of text values

According to Reuters Institute’s 2016 Digital News Report 78% of respondents who took part in research really on text more than on video news. Among three-quarters of those who rejected video content in trust 41% finds printed news quicker and more convenient to read. And 35% marked annoyance of pre-roll advertisements as the main reason. According to 2015 29% it’s a significant increase. Despite the fact that only 8% of users apply an ad-blocker almost third of them claimed to install it on their mobiles next year.

The next barrier for complete transition to video-news is time it takes video to upload. One-fifth of respondent from 26 counties said that they find it too long and irritating to wait. And in terms 51% say they use social media as a news source each week and almost a quarter of 18-24s ( 28% of respondent between 18 and 24s see social media as a main source, there are still older people who do not use mobiles and for whom television still remains important. However, even when it is 24% of people who prefer watch news on bigger screens an overall usage is still declining.

«Obviously we’re seeing an explosion on social media and that’s not necessarily wrong, but there’s room for caution in terms of balancing your investment in terms of what people want. People value the control. Video’s great for some things but not for everyone,» – notices Nic Newman from the Reuters Institute.


Video content specifics

There must be no surprise that text news are beating video which seems to be over-estimated by publishers. Today news must be commodious and it’s easier and quicker to read an article rather than to watch a video.

Meanwhile media companies as BuzzFeed are gaining in reach among the audience, such companies and brands are still remain a secondary source which provides soft news and emotion-based footage. While main usage stays with brands who managed to make a good reputation and news traditions.

Besides, no one could dispute that video consumption has significantly increased. According to Reuters 23% access video-news in a week last year have grown up into 24% in 2016 and the highest growth was marked in U.S. There is 3% up in comparison with 30% in 2015 now it gains 33%.


News videos keep the overlay

And of course there are a lot of video formats which means that concrete groups of people in concrete countries consume not equal videos. For example in the U.S. 59% choose news clips that fill up context to the article news and 52% prefer videos that add drama to the printed content.

To figure out what works with video news some platforms including BuzzFeed are experimenting with formats. For example, they refuse traditional ones to fast clips but they still keep the overlay.

Publishers are trying to reach more audience via social media where video content is dominating, such as Facebook with its automatically played videos while you scroll the thought the feed which shorts the load time.

And as Reuter’s report says that the growth of news accessed via social media is the greatest change in these several months. Facebook, Twitter, Instagram, Snapchat and other social media platforms have almost doubled social media usage for the news. And since 2013 these rates raised 46%.

In terms that millennials and social media news consumers prefer to search for news in this way some cons of video news may be improved in the nearest future but still news videos tend to add text overlay to meet all the needs of the audience.

Subscribe to WM Daily. Be In Touch With Rebellious Voices