News videos capture a moment in time and convey a story with compelling visuals and interviews. When used in conjunction with a written press release, video news releases (VNRs) deliver key messages to journalists and the public in a short amount of time.
VNRs are an important tool for generating coverage of breaking news and major events. Their use by media organizations helps to drive viewership and brand awareness, as well as increase overall audience engagement.
Using the power of digital platforms, video has become an effective way to reach audiences. Social media algorithms prioritize video content, increasing its visibility and enhancing engagement rates.
This type of content is particularly effective on platforms where younger generations spend a majority of their time. For example, the popular news app TikTok has billions of users and allows viewers to engage with content by tagging friends or commenting on posts.
The resulting engagement rates of TikTok videos exceed those of traditional news broadcasts. This is largely due to the platform’s emphasis on user-generated content and its rapid publishing process, which allows for real-time reporting of breaking news events. Moreover, TikTok’s user-driven content encourages a sense of community among its viewers, which can be leveraged to build brand loyalty and boost engagement rates.