Revista de
Ciencias Sociales (RCS)
Vol. XXIX,
No. Especial 8, julio-diciembre 2023. pp. 40-53
FCES - LUZ ●
ISSN: 1315-9518 ● ISSN-E: 2477-9431
Como citar: Brigas, J., Gonçalves,
F., Marques, H., y Gonçalves, J. (2023). Impact of short videos on
digital journalism in social media. Revista De Ciencias Sociales, XXIX(Número Especial 8), 40-53.
Impact of short
videos on digital journalism in social media
Brigas, Joaquim*
Gonçalves, Fátima**
Marques, Henrique***
Gonçalves, Jorge****
Abstract
As social media
continues to evolve, visual information has become a significant aspect in the
media sector. Short videos on Instagram have revolutionized digital journalism
and impacted management processes and journalistic practices in many ways. This
paper aims to examine how reels are reshaping the way the news organizations
make visual information available to the audience. Through a quantitative and
qualitative approach, the profile of four of the main Portuguese national newspapers
on the social network Instagram is analyzed. In the period under analysis, all
of them increased the number of followers, presented differences and
similarities in the use of strategies in the distribution of reels, used short
videos in their strategies in order to be able to involve their target audience
more. Furthermore, they discussed how the use of reels on Instagram has
transformed communication management, such as the adoption of multimedia
reporting and the integration of social media in news distribution. This
article provides valuable insight into the evolving nature of digital
journalism and the impact of social media on management processes and
journalistic practices.
Keywords: News
organizations; social media; reels; communication management; short video.
Impacto de los
videos cortos en el periodismo digital en redes sociales
Resumen
A
medida que las redes sociales continúan evolucionando, la información visual se
ha convertido en un aspecto importante en el sector de los medios. Los vídeos
cortos en Instagram, llamados reels, han
revolucionado el periodismo digital e impactado los procesos de gestión y las
prácticas periodísticas de muchas maneras. Este artículo tiene como objetivo
examinar cómo los videos cortos están remodelando la forma en que las
organizaciones de noticias ponen la información visual a disposición de la
audiencia. A través de un enfoque cuantitativo y cualitativo, se analiza el
perfil de cuatro de los principales periódicos
nacionales portugueses en la red social Instagram. En el periodo de análisis,
todos aumentaron el número de seguidores, mostraron diferencias y similitudes
en el uso de estrategias en la distribución de reels,
utilizaron videos cortos en sus estrategias para poder involucrar más a su
audiencia. Además, fueron discutidos cómo el uso de reels
en Instagram ha transformado la gestión de la comunicación, como la adopción de
reportajes multimedia y la integración de las redes sociales en la
distribución de noticias. Este artículo proporciona información valiosa sobre
la naturaleza evolutiva del periodismo digital y el impacto de las redes
sociales en los procesos de gestión y prácticas periodísticas.
Palabras clave: Organizaciones
de noticias; redes sociales; reels; gestión de la
comunicación; video corto.
Introduction
In
recent years, social media have become increasingly present in daily lives,
constituting one of the main sources of information and entertainment (Kostić & Šarenac, 2020). In
particular, the consumption of video content has grown rapidly, driven by
technological advances and the increased use of mobile devices (Apasrawirote et al., 2022). In this context, the short
video format has gained prominence, with platforms such as TikTok, Instagram
and YouTube being used as strategic tools for this type of content (Shutsko, 2020; Allam & Dinana,
2021; Wang & Wu, 2021).
Given
this, it is essential that organizations, especially those in the media sector,
adapt to new trends and explore the potential of short videos on social
networks as communication management to optimize resources (Newman, 2023). This
study aims to investigate how short video is reshaping the way news
organizations make visual information available to audiences, more specifically
in newspapers, by analyzing the strategies, best practices, and challenges
inherent in this process (Ferrucci, 2018).
In
this way, it is expected to contribute to the development of more effective and
innovative approaches in the field of communication management in social
networks in newspapers (Wahl-Jorgensen et al., 2016) and highlighting the
importance of visual information in decision making (Lischer-Katz,
2022). Visual information plays an important role in the effective
communication of complex information to stakeholders (Ekström,
Lewis & Westlund, 2020).
The
article is organized as follows: Theoretical foundation, with emphasis on the
importance of short videos for newspapers; the methodology applied in the study
followed by the presentation and discussion of the results; and finally, the
final considerations, including limitations and future lines of research.
1. Theoretical foundation
1.1.
Short videos in digital journalism
Short
videos are an audiovisual content format that typically last between 15 seconds
and three minutes (Wang et al., 2021). This type of content has gained
popularity on social networks due to its ability to convey information quickly
and attractively, adapting to mobile consumption and limited user attention (Shutsko, 2020). The success of platforms such as TikTok,
Instagram (Reels) and YouTube (Shorts) highlights the importance of short
videos in managing communication in the social media landscape (Apasrawirote et al., 2022).
In
this sense, the media sector has taken advantage of the short video format to
innovate in the presentation and distribution of information, as well as to
attract younger audiences, accustomed to consuming fast and dynamic content
(Newman, 2023; Swart, 2023). Short videos in news organizations can include
news summaries, interviews, reports, and other formats that suit the language
and style of these social networks (Steensen & Westlund,
2021).
The
use of short videos in journalism can promote greater audience participation,
facilitate understanding of complex issues, and reach a more diverse audience (Kramp & Loosen, 2018; San Lucas, Tolozano
& León, 2020). It should be considered that audience creation and
engagement are fundamental processes for newspaper communication management on
social networks, since they allow them to create and maintain relationships
with the public, generate traffic to their websites and increase visibility of
their brands (Ferrucci, 2018; Yurder
& Akdol, 2020; Jha
& Verma, 2023).
Several
studies have shown the relationship between the use of short videos and greater
audience participation, translated into likes, views and comments, as well as
audience capture and retention (Tandoc & Maitra,
2018; Molyneux & Mourão,
2019). Audience participation is influenced by factors such as the quality of
the content, the relevance of the information, and the interactivity that short
videos provide (Webster & Ksiazek, 2012).
The
use of short videos on social networks allows the media to increase their reach
and visibility, since this content format has shown to be more likely to be
shared and consumed compared to other types of content (Molyneux & Mourão, 2019). Furthermore, its distribution through
popular platforms such as TikTok, Instagram and YouTube can increase news
exposure and attract new audiences (Apasrawirote et
al., 2022).
As
previously mentioned, short videos promote greater audience engagement, as they
are formatted to capture attention and encourage user interaction through
likes, views, and comments (Tandoc & Maitra,
2018), which favors the creation of a closer and more personal relationship
with the audience, contributing to audience loyalty and strengthening the image
of the journalistic brand (Shin, 2022).
Therefore,
by investing in short videos, the media have the opportunity to attract a
younger and more diverse audience, which grew up in a digital environment and
is used to consuming content in more dynamic and faster formats (Newman, 2023; López, Dittmar & Vargas, 2022; Swart, 2023). It
is suggested that this approach can help rejuvenate the reader base and adapt
to changes in information consumption habits (Eru,
2020; Steensen & Westlund,
2021).
In
addition, short videos offer the media the possibility to experiment and
innovate in the presentation and distribution of information, exploring
different formats, styles and narrative approaches (Kramp
& Loosen, 2018). This creative flexibility can give rise to new ways of
producing information and a greater diversity of topics and perspectives,
enriching newspapers and the media sector as a whole, making it more attractive
to the audience and other stakeholders (Salb, 2021).
That
being said, to make the most of short videos’ potential, it's important to
tailor informational content to be engaging and easy to consume in this format.
Summarizing complex information, using simple and direct language, as well as
prioritizing visual elements that capture the audience's attention, are
examples of strategies that can be adopted (Erdal et
al., 2019; Molina et al., 2022; Tariq, Jawed & Safdar,
2022).
In
addition, exploring different narrative and visual techniques to create
attractive and emotionally impactful informative content that allows you to
convey information clearly and concisely, are practices associated with
communication management on social media (Van Krieken,
2018). Promoting interaction and engagement with the audience is also key to
increasing the visibility and relevance of short videos, so the media must
encourage the public to actively participate and respond to their questions and
opinions to establish a strategy aimed at a closer and more personalized
relationship (Tandoc & Maitra, 2018).
Collaborating
with digital influencers and creating alliances with other organizations can
broaden the reach and visibility of short videos, which can help attract new
audiences, improve journalistic branding, and increase the credibility of
shared information (Molyneux & Mourão, 2019; Córdova et al.,
2020; Chávez et al., 2020; Martín et al., 2021).
Lastly,
it is crucial to track and analyze short video metrics and performance to
identify the most effective strategies and content. The evaluation of metrics,
such as views, likes, shares and comments, will allow the media to optimize
their approaches and adjust their strategies according to the preferences and
needs of the audience (Tandoc & Maitra, 2018).
In conclusion, short videos represent a unique opportunity for the media
to connect with younger and more diverse audiences, and to experiment with
creative and dynamic ways of presenting and distributing information. Through
their effective use, they can drive audience engagement, strengthen
journalistic branding, and maintain relevance in an ever-changing media
landscape. However, it is essential that the media adapt their strategies to
the characteristics and needs of their audience, and that they use the metrics
and feedback from users to continue improving and evolving their practices.
2. Methodology
This
study was based on a mixed research design to examine how reels are reshaping
the way news organizations make visual information available to audiences. The
research included the analysis of publications from four Portuguese newspapers
during the month of March 2023. The choice of general information newspapers
was based on those with the largest digital circulation and included Jornal de Notícias, Expresso, Correio da Manhã and Público. The data was manually collected from the official
Instagram accounts of the four newspapers: @jornaldenoticias, @publico.pt,
@jornalexpresso and @correiodamanhaoficial. In total, 742 posts published in
the feed were analyzed, with special attention to the 181 posts that contained
short videos.
The
analysis of the data was carried out in a mixed way, combining quantitative and
qualitative analysis. In the quantitative analysis, the engagement metrics of
the posts were evaluated, including the number of followers, the number of
posts, the number of likes, the number of reel views, the average length of the
reels, the average number of characters in the subtitles of publications and
the average number of hashtags per publication. In the qualitative analysis,
the characteristics of the short videos were evaluated, in particular: The
journalistic format, the topics and contents addressed, and the scope (national
or international).
This
study had some limitations, such as the analysis of only four national
newspapers and the exclusive focus on one month. However, the results will
serve to provide useful information and guidance for the media sector seeking
to explore the potential of short videos on social networks to optimize human,
material and financial resources, as well as to evaluate and control the
results obtained and its impact on society.
3. Results and discussion
The results obtained in this study will be presented and discussed based
on the analysis of data collected during the month of March 2023 from four of
the main newspapers in Portugal. This is expected to provide valuable
information on the communication strategies and use of social media by these
newspapers to reach and engage their target audience. In addition, it is
expected to provide a broader vision and a deeper understanding of the media
landscape in Portugal, as well as a possible application of the same in other
contexts and realities.
3.1.
Number of followers
When
analyzing the followers of the four selected newspapers, it is possible to
observe that all had an increase in the number of followers during the month
under analysis (see Table 1). The newspaper with the largest number of
followers was “Público”, with a total of 586,003
followers as of 03/31/2023, followed by “Expresso” with 446,882 followers. “Jornal de Notícias” and “Correio da Manhã” had fewer
followers, with 318,836 and 161,833 followers, respectively. Analyzing the
daily averages of new followers, “Expresso” had the largest increase, with an
average of 397.4 new followers per day, followed by “Público”
with an average of 219.4 new followers per day. “Jornal
de Notícias” had an average of 106.4 new followers
per day and “Correio da Manhã”
had an average of 38.6 new followers per day.
Table 1
Followers and daily average of new followers
|
Newspaper |
1/3/2023 |
31/3/2023 |
New followers |
Daily average |
|
@jornaldenoticias |
315 538 |
318 836 |
3 298 |
106.4 |
|
@jornalexpresso |
434 563 |
446 882 |
12 319 |
397.4 |
|
@correiodamanhaoficial |
160 637 |
161 833 |
1 196 |
38.6 |
|
@publico.pt |
579 201 |
586 003 |
6 802 |
219.4 |
Source: Own elaboration, 2023.
When
comparing the four newspapers, it can be seen that “Público”
has the largest number of followers on the last day of March, with a difference
of more than 130 thousand followers in relation to the second ranked,
“Expresso”. “Jornal de Notícias”
and “Correio da Manhã” had
a considerably lower number of followers compared to the other two newspapers.
However, in terms of daily average new followers, “Expresso” performed better,
averaging 397.4 new followers per day, while “Público”
had an average of 219.4 new followers per day.
“Jornal de Notícias”
and “Correio da Manhã” had
considerably lower daily averages compared to the two largest newspapers. These
results suggest that the increase in the number of followers is a common trend
among the selected news organizations, and all had an increase in the number of
followers during the period of this study. However, it should be noted that the
size of the follower base and the average daily number of new followers can
vary depending on several factors, such as the type of content posted and the
social media strategy used.
3.2.
Short videos
Data
from 742 news posts, of which 181 were short video reels, were collected and
analyzed. During the month of March, the “Jornal de Notícias” published, on average, 6.2 publications per day,
of which 54.2% in the form of short videos, which shows that this organization
has paid special attention to this type of content to connect with their
audience on social media. The “Público” newspaper
released, on average, 5.2 posts per day in March 2023, with only 8% in short
video format. This suggests a different organizational approach towards the use
of short videos, prioritizing other content formats.
The
newspaper “Expresso”, for its part, published an average of 11.7 daily posts in
March 2023, 14.8% of these in short video format, indicating a regular presence
on the social network, with a moderate use of short videos. Finally, “Correio da Manhã” published only
0.8 posts per day, on average, in March 2023, but with a significant use of
short videos, which represent 45.8% of the published content. This suggests
that using this type of content to attract the public's attention on social
networks could be a strategy for this newspaper. Table 2 presents the number of
publications and the number of reels published by each medium.
Table 2
Number of posts and short videos by communication
medium
|
Newspaper |
Publications |
Daily average |
Reels |
Daily average |
|
@jornaldenoticias |
192 |
6.2 |
104 |
3.4 |
|
@jornalexpresso |
364 |
11.7 |
54 |
1.7 |
|
@correiodamanhaoficial |
24 |
0.8 |
11 |
0.4 |
|
@publico.pt |
162 |
5.2 |
13 |
0.4 |
Source: Own elaboration, 2023.
The
“Expresso” newspaper was the organization that published the most content on
social networks in March 2023, with an average of 11.7 posts per day. “Correio da Manhã” was the
newspaper that published the least, with just 0.8 publications per day, on average.
“Jornal de Notícias” and “Correio da Manhã” were the
organizations that most used short videos in their publications, with 54.2% and
45.8% of the content published, respectively. For its part, “Público” was the newspaper that used this format the least,
with only 8% of the content published in short video format.
The
“Jornal de Notícias” also
stood out in the daily average of short videos published, with an average of
3.4 short videos per day. “Correio da Manhã” published, on average, 0.4 short videos per day. The
numbers and statistics allow to highlight the differences and similarities in
the strategies used in the short videos of the national newspapers.
Research points to a growing trend in the adoption of short videos or
“reels” in news organizations to engage with digital and young audiences (Shutsko, 2020; Apasrawirote et
al., 2022; Swart, 2023; Newman, 2023). The “Correio
da Manhã” strategy to prioritize this content,
despite fewer publications, seeks to attract public attention and generate greater
engagement (Wang & Wu, 2021).
For its part, “Público” maintains a more
traditional approach in news distribution, showing that each news entity has
unique and specific communication strategies for its audience and goals (Angova et al., 2020; Steensen
& Westlund, 2021). These differences support the
idea of diversifying journalistic practices in the digital age (Kramp & Loosen, 2018; Ferrucci,
2018; Molyneux & Mourão, 2019; Strukov, 2021).
3.3.
Engagement: Likes y Comments
Regarding
the average number of Likes and Comments per post in the feed in other formats
(photos and carousel) and in short videos (see Table 3), the “Jornal de Notícias” presents an
average of 1,410 Likes and 40 Comments per publication in other formats, while
in short videos the average number of Likes rises to 1,638 and of Comments to
51. This figure represents an increase of 16.5% in the average number of Likes
and 27.5% in the average number of Comments in short videos. “Público” has an average of 9,118 Likes and 198 Comments per
publication in other formats, while in short videos the average number of Likes
is 226 and Comments is only 6. The figure represents a significant reduction of
97.5% in the average number of Comments in short videos compared to other
formats.
Table 3
Engagement in different
content formats on social networks
|
|
Other formats |
Short videos |
|||
|
Newspaper |
Likes/post |
Comments/post |
Likes/post |
Comments/post |
|
@jornaldenoticias |
1.410 |
40 |
1.638 |
51 |
|
|
@jornalexpresso |
6.526 |
147 |
322 |
9 |
|
|
@correiodamanhaoficial |
271 |
11 |
333 |
15 |
|
|
@publico.pt |
9.118 |
198 |
226 |
6 |
|
Source: Own elaboration, 2023.
“Expresso”
has an average of 6,526 Likes and 147 Comments per post in other formats; while
in short videos the average number of Likes is 322 and that of Comments is 9,
which represents an increase of 4.9% in the average number of Likes and a 93.8%
reduction in average Comments in short videos. “Correio
da Manhã” has the lowest average number of Likes and
Comments per post in other formats, with 271 Likes and 11 Comments. However, in
short videos the average number of likes increases significantly to 333, which
represents an increase of 23.6%.
The
average number of comments on short videos is 15, which represents an increase
of 36.4%. The results generally show that short videos have a different impact
in different media. While “Jornal de Notícias” and “Correio da Manhã” had a higher average number of Likes for short
videos compared to other formats, “Público” had a
lower average number of Comments for short videos. “Expresso” had a higher
average number of Likes compared to the average number of Comments on short
videos.
Analysis shows that audience interaction varies with the type of content
posted, where Allan & Dianna (2021); and, Apasrawirote
et al. (2022), highlight the increasing use of short videos to drive
interaction. However, not all media, such as “Público”
and “Expresso”, achieve the same response with this format, reflecting the need
to adjust communication strategies to the target audience (Eru,
2020; Yurder & Akdol,
2020).
In addition, it is essential to understand the audience and follow
technological and journalistic trends to adapt to the changing media landscape.
These conclusions are consistent with the study by Tariq et al. (2022),
stressing the importance of the media experimenting with various formats to
maintain and increase their audience participation.
3.4.
Short videos visualizations and characteristics
The
results also reveal some relevant differences in the use of short videos in
terms of views, length of reels, captions and use of hashtags (see Table 4).
The newspaper “Jornal de Notícias”
leads in terms of reel views, with an average of 59,437 views per reel. This
result may indicate that this organization has been more efficient in drawing
public attention to its short videos. Regarding the average duration of the
reels, the “Jornal de Notícias”
maintains an average time of 1 minute and 28 seconds, which can be considered
relatively long compared to other newspapers.
Table 4
Short videos characteristics
|
Newspaper |
Visualizations/ Reel |
Average duration/Reel |
Average characters in captions/post |
Average hashtags/post |
|
@jornaldenoticias |
59.437 |
00:01:28 |
292 |
4.5 |
|
@jornalexpresso |
10.424 |
00:01:09 |
476 |
3.2 |
|
@correiodamanhaoficial |
12.380 |
00:00:39 |
289 |
2.5 |
|
@publico.pt |
7.860 |
00:00:55 |
532 |
3.2 |
Source: Own elaboration, 2023.
Regarding
the average number of characters in the caption per post, the “Jornal de Notícias” maintains an
average value of 292 characters, which suggests that they have a more
descriptive and detailed approach in their publications. In addition, the
newspaper uses an average of 4.5 hashtags per post, which can increase the
visibility and reach of your posts. “Público” has the
lowest number of reel views, with an average of 7,860 views per reel, which may
indicate that the newspaper needs to improve its promotion and distribution
strategies for its short videos.
Regarding
the average duration of the reels, “Público”
maintains an average time of 55 seconds, which is relatively short compared to
other diaries. Regarding the average number of characters in the caption per
publication, “Público” maintains an average value of
532 characters, which suggests that it has a more descriptive and detailed
approach in its publications.
In
addition, the journal uses an average of 3.2 hashtags per post, which can help
increase the visibility and reach of its publications. “Expresso” has a
moderate number of reel views, with an average of 10,424 views per reel. As for
the average duration of the reels, the diary maintains an average time of 1
minute and 9 seconds, relatively short compared to the “Jornal
de Notícias”.
As
for the average number of characters in the caption per post, “Expresso”
maintains an average value of 476 characters, which suggests that it has a more
descriptive and detailed approach to its publications. In addition, the
organization uses an average of 3.2 hashtags per publication, which can help
increase the visibility and reach of its publications.
The “Jornal de Notícias”
has the highest average views per reel, with 59,437 average views per reel. As
for the average duration of the reels, the organization maintains an average
time of 1 minute and 28 seconds, which is the longest among the analyzed
organizations. The average of characters in the photo pie per publication of
the “Jornal de Notícias”
has an average of 292 characters per publication and the average of hashtags
per publication of the diary has an average of 4.5 hashtags per publication.
The
“Expresso” has an average of 10,424 views per reel. The average duration of the
reels maintains an average time of 1 minute and 9 seconds and the average of
characters in the caption publication, “Expresso” has an average of 476
characters per publication. As for the average number of hashtags per post, the
organization has an average of 3.2 hashtags per post. “Público”
has the lowest average view per reel, with 7,860 average views per reel. While
the average duration of the reels, the diary maintains an average time of 55
seconds and the average number of characters in the caption has an average of
532 characters per post, being the longest among the analyzed diaries.
The
average number of hashtags per post is 3.2 hashtags per post. The results
suggest that each newspaper has different approaches to publishing reels on
Instagram. “Jornal de Notícias”
has the highest average views per reel and uses the most hashtags per post, while
“Correio da Manhã” has the
lowest average number of caption characters per post and the lowest average
number of hashtags per post. “Público” has the
highest average caption characters per post, but the lowest average views per
reel.
These results contrast the strategies of using short videos in the
newspapers “Jornal de Noticias”
and “Público”. It is observed that “Jornal de Noticias” maximizes
interactivity through the use of hashtags and increases engagement through
short video content (Allam & Dinana,
2021; Apasrawirote et al., 2022). His detailed
communication strategy can be linked to studies by Lischer-Katz
(2022); while “Público” could benefit from brevity,
favored by the public according to Shutsko (2020).
About promotion, “Público” can be aligned with
the digital marketing strategies of Eru (2020), and
the use of more characters in the descriptions can correspond to the findings
of Van Krieken (2018). These aspects highlight the
need to adapt to the changing preferences of the audience (Kramp
& Loosen, 2018; Lopezosa et al., 2021).
3.5.
Journalistic formats
Regarding
the journalistic formats of the content published online by the four newspapers
(see Table 5), “Correio da Manhã”
did not publish any content in the category of opinion or explanatory video,
and most of its content was in reportage format with seven publications. As for
the rest of the formats, the newspaper published four news items and no
interviews or advertisements. The “Jornal de Notícias” also did not publish any content in the opinion
or explanatory video category, but most of its content was news, with 68
publications. The organization also published 30 reports and four interviews,
but no publicity.
Table 5
Short videos by format
|
Format |
@jornaldenoticias |
@jornalexpresso |
@correiodamanhaoficial |
@publico.pt |
|
Interview |
4 |
25 |
- |
2 |
|
News |
68 |
6 |
4 |
5 |
|
Opinion |
- |
- |
- |
3 |
|
Advertising |
1 |
6 |
- |
- |
|
Reportage |
30 |
17 |
7 |
2 |
|
Explanatory video |
- |
- |
- |
1 |
Source: Own elaboration, 2023.
“Expresso”,
for its part, published most of its content in interview format, with 25
publications. The newspaper also published 17 reports and six news, but no
advertising, opinion or explanatory video. Finally, “Público”
published most of its content in report format, with five publications. The
newspaper also published three opinion pieces, two interviews, an explanatory
video and no ads.
When
comparing newspapers, differences in approach to the content formats they
publish are evident. “Jornal de Notícias”
and “Expresso” published more content in interview format, while “Correio da Manhã” published more
content in report format. “Público” was the only
organization that published content in opinion and explanatory video format.
These results can be useful for the press to evaluate their content strategies
and adjust them according to the preferences of the public. For example, if the
public of “Correio da Manhã”
prefers reports to opinion, the newspaper may choose to publish more content in
this format to meet the demand.
The current digital environment demands adaptability of the media in
various content formats to serve a fragmented audience (Webster & Ksiazek, 2012). It is observed that newspapers such as “Jornal de Noticias” and
“Expresso” align with the trend of content diversification, giving priority to
interviews to delve into topics and personalities (Kramp
& Loosen, 2018; Newman, 2023; Steensen & Westlund, 2021).
“Correio da Manhã”
prefers reports, and “Publico” includes opinion
content and explanatory videos, to provide a deeper analysis and attract an
audience that seeks a complete understanding of the issues (Ekström
et al., 2020; Lopezosa et al., 2021; Wang et al.,
2021; Apasrawirote et al., 2022). These findings may
help media organizations to re-evaluate their content strategies, but it is
essential to consider that audience preferences are constantly evolving and
must be monitored and adapted to maintain relevance (Kaplan & Haenlein, 2010; Tariq et al., 2022; Molina et al., 2022).
3.6.
Thematic categories and scope of the news
Based
on the analysis carried out, 23 thematic categories were defined, of which five
stood out (see Table 6). The category with the most news is “Health”, with 26
news in total, 24 of them national and two international. The category with the
least news is “Art and Culture”, with only 12 news in total, 11 of them
national and only one international. The category “War and conflicts” had 100%
of its news of international origin and all are related to the Ukrainian War.
Table 6
Main thematic news categories
|
Categories |
International |
Nacional |
Total |
|
Health |
2 |
24 |
26 |
|
Accidents and Catastrophes |
11 |
8 |
19 |
|
Economy and Politics |
5 |
12 |
17 |
|
War and Conflicts |
13 |
0 |
13 |
|
Art and Culture |
1 |
11 |
12 |
Source: Own elaboration, 2023.
The
“Health” category had the highest percentage of national news (92.3%); while
the category “Art and Culture” had the highest percentage of international news
(91.7%). The categories “Accidents and Catastrophes” and “Economy and Politics”
had a similar number of news, with 19 and 17 respectively, but the distribution
between national and international news was different. The former had 58%
international news and the latter had only 29.4% international news.
Therefore,
it is possible to point out that the news about “Health”, “Economy and Politics”
and “Art and Culture” are more national, while the news about “Wars and
Conflicts” tend to be more international. The category “Accidents and
Catastrophes” had a balanced distribution between national and international
news.
The
results also show that there are significant differences in the way the press
uses short videos on social networks, such as the number of views, the length
of the videos, the use of subtitles and hashtags. In addition, the journalistic
formats of the published content and the thematic categories and scope of the
news show that each one has its own approach, without a general pattern or
trend.
The use of short videos on social networks is revolutionizing the dissemination
of news, transforming the interaction of audiences with them (Shutsko, 2020; Apasrawirote et
al., 2022). Salb (2021), corroborates this statement
by highlighting the attractiveness of the textual elements in TikTok; while Newman (2023), suggests that audience metrics
are altering the selection and presentation of news.
However, Molina et al. (2022) emphasize the need for a
balance in the use of these metrics, which may not reflect the diversity and
preferences of the audience. Within the framework of audience fragmentation
(Webster & Ksiazek, 2012), these platforms
represent an innovative channel to reach audiences that are less committed to
traditional media, impacting on journalistic practice and representation on
social networks.
Conclusions
This
study analyzed the performance of four Portuguese media outlets regarding the
use of short videos on social media, with the aim of understanding their
management of communication on social media and audience engagement.
Considering the analysis carried out in March 2023, there was an increase in
the number of followers in all the newspapers. The study also highlighted the
differences and similarities in the strategies used by these short videos.
The
results suggest that those who used this strategy engaged their audience more,
as short videos had the second highest impact on the target audience, compared
to other formats. However, it is important to note that the use of short videos
is not common in all newspapers. In addition, the results also suggest that the
organizations that used short videos in their strategies were able to engage
their target audience more and reinforce typical characteristics of this type
of content, such as the use of hashtags, duration, subtitle characters, among
others.
Some
limitations must be considered: First, the data was collected in a single
month, which may not reflect the situation in the long term. Furthermore, only
four newspapers were included, limiting the generalization of the results to a
broader setting. Finally, the data analysis was restricted to Instagram, which
does not necessarily reflect the global communication strategy in social
networks of each newspaper.
It
is suggested that future studies may include more newspapers and extend data
collection over a longer period, in order to analyze long-term trends. Also,
future studies may consider other social networks for a more complete analysis.
Finally, studies that explore consumers' perspective and engagement with short
video informational content will also be useful in providing additional
information on effective communication management strategies.
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* Doctor
in Communication, Advertising and Public Relations. FT Professor and Researcher
at the Polytechnic University of Guarda, Guarda, Portugal. E-mail: joaquimbrigas@ipg.pt
ORCID: https://orcid.org/0000-0002-3938-0843
** Doctor
in Communication Research. FT Professor and Researcher at the Polytechnic
University of Guarda, Guarda,
Portugal. E-mail: fgoncalves@ipg.pt ORCID: https://orcid.org/0000-0003-3088-8701
*** Doctoral
candidate in Communication Sciences. Master in Marketing and Communication.
Researcher at Polytechnic University of Guarda, Guarda, Portugal. E-mail: henrique.marques@ipg.pt
ORCID: https://orcid.org/0000-0002-2454-5211
**** Doctor
in Communication Research. FT Professor, Researcher and Head of the Department
of Social Sciences and Communication at the Polytechnic University of Guarda, Guarda, Portugal. E-mail:
jgoncalves@ipg.pt
ORCID: https://orcid.org/0000-0002-8719-9272
Recibido: 2023-04-01 · Aceptado: 2023-06-25