UPDATE: The New York Times has just announced a bold shift in its video strategy, placing vertical video at the forefront of its mobile app. In an exclusive interview, Solana Pyne, the director of video, and Jordan Vita, VP for product, revealed that the newspaper is dramatically enhancing its video offerings to engage readers more effectively.
Over the past year, the New York Times has significantly expanded its team, adding numerous journalists with expertise in storytelling and video production. A spokesperson confirmed that the publication now offers around 20 short vertical videos daily, positioned as the second menu item on its app, right after “Home.”
This new initiative comes as video consumption on the platform has doubled, with the Times producing 75 hours of video per month. These videos feature a mix of narrated news footage, first-person accounts from Times staff, and lifestyle content, allowing for quick swiping similar to platforms like TikTok and Facebook Shorts. However, unlike those social media platforms, the New York Times emphasizes editorial curation over personalization.
Pyne stated, “We are not trying to be TikTok or YouTube Shorts, but we recognize that the scrollable feed is how many people consume information today.” This curated approach aims to highlight crucial stories and investigations rather than simply catering to individual user preferences.
The primary goal of this video strategy is to broaden the audience base while maintaining high-quality journalism. Vita explained, “This is about reaching the widest possible audience and building an engaged community that values quality journalism.”
In a move that underscores its commitment to hard news, the video feed typically starts with more serious topics before delving into lighter content. Pyne noted the importance of this mix, stating that users often come to catch up on significant news first.
Experts have noted that the ideal length for these videos is generally under three minutes, allowing for comprehensive storytelling while retaining viewer engagement. Pyne indicated that videos incorporating exclusive reporting and personal narratives have been particularly successful, with some reaching millions of viewers during breaking news events.
The New York Times is also focused on enhancing its coverage across various subject areas, including culture and lifestyle. Pyne remarked, “We want to understand how people engage with video and evolve our approach accordingly.”
As this strategy unfolds, audiences can expect a dynamic video experience tailored to meet the demands of modern news consumption. The New York Times is clearly positioning itself to match the evolving landscape of media, striving to provide valuable insights and compelling storytelling through its innovative video offerings.
Stay tuned for more updates as the New York Times continues to refine its video strategy and expand its reach in the digital news arena.
