Enhancing video content would increase engagement when tagged, hyperlinked and showcased properly.
Video Story Ideas
The Tampa Bay Business Journal could launch a series of videos recognizing our local business and nonprofit leaders in their own environment instead of only doing studio interviews. The in-depth multimedia approach could be pitched as sponsored content to boost revenue or simply shareable feature stories.
For example, Chef Ricardo Castro, co-owner of Piquant, could tell his personal American dream story from inside his bakery in Hyde Park Village. The video could include photos of his childhood in Puerto Rico, and video of him baking. The accompanied web story could include embedded Instagram posts to recognize Piquant’s successful use of the social platform.
Another way to share local and emotional stories is by featuring young entrepreneurs like a local 24-year-old nonprofit CEO and cancer survivor. Madison Miller launched the nonprofit Spark the Way after she was diagnosed with Lymphoma at age 20. She now spends her time supporting other young cancer fighters and raising money for cancer research. The video could recognize the impact she is making on the Tampa Bay community and include helpful information about tax deductions on charitable giving.
More Video Content
One way to increase video content is to encourage reporters to shoot and edit mobile packages while they write their articles. A video editing app called Videolicious allows reporters to quickly edit a video directly from their mobile device in just minutes. This tool was used by dozens of reporters at the San Diego Union-Tribune. Reporters can easily share their video on social platforms to increase engagement.
Reporters using mobile devices to record video and interviews can use lavalier microphones to easily improve audio quality. There are several new mobile lavs reporters can use. The 12-ft MO-PL1 sells for $49.95 on B&H. It works with iPhones, iPads, and Androids. Reporters can also use it for podcasts and audio interviews to embed in articles.
Reporters can make their video look more polished by following best practices including not panning the camera back and forth, and framing with appropriate headroom and lead room.
For example, the following video about Mayor Bob Buckhorn at BDO could have been improved by using the rule of thirds.
This next video about PDQ could have been improved by avoiding backlight from windows with different color temperature than inside lights. And the videographer could have improved the framing by giving the interview subject better lead room to the left.
Right now, videos are arranged by date. If videos were organized in themed playlists like food and finance, it would make it easier for viewers to watch and share what interests them.
There is currently no call to action or menu button at the top of the Tampa Bay Business Journal homepage for readers to find video content “above the fold.”
Video Section Link
The video section on the homepage should add a hyperlink in the word “video” to make it easier for readers to browse other videos besides for the three featured stories.
Social Media Reporting
To make the reporting process more efficient and social, some reporters should embrace live-tweeting embeds. When a reporter live-tweets a news event, they increase a sense of urgency and immediacy so readers know the Journal is fulfilling their need for breaking news. The reporter can easily embed tweets either directly into their article or via Storify. This saves a reporter’s time on the back end and increases social engagement and presence. It also shows younger readers that reporters utilize social trends. Live-tweeting also helps reporters and news organizations gain Twitter followers.
Some stories also lend themselves to Facebook Live. Reporters can give a live behind-the-scenes look at their newsgathering process from TBBJ’s Facebook page. This notifies Facebook followers that TBBJ is going live. Viewers can ask questions and engage in real time. Facebook followers can always view the video after the live event. And reporters can embed the video in their article to make it more multimedia.
Free Student Contributors
The Tampa Bay Business Journal can team up with universities to feature free student articles and videos on business stories that matter to a younger demographic. This would encourage younger people to share TBBJ content. And it would help TBBJ get more content directly targeting an up-and-coming demo.
- USF staff sees potential decrease in rate of international students after election
- Study finds USF has heavy impact on local economy
- Holiday gifts with the best return on your investment
- Where you can donate this holiday season to teach your kids the real meaning of giving back (ex: Teddy Bear Roundup)
- Local companies that pay for college so you don’t have to
- Leaders investing in students’ futures by offering scholarships
- Financial planning for college students (interview a financial planner that can give stats for infographic about 5 things you can do in college to save you thousands in your 30’s)
- The financial mistakes I wish I didn’t make in my 20’s
- The tax incentives Florida doesn’t give film and tv productions
Leveraging Local Media
The TBBJ segments on ABC Action News were great. If you are looking to get more air time, News Channel 8 just named Lindsay Smith as the new 4 p.m. producer. The newscast frequently features local expert in-studio interviews.