How-to tips on how to make vertical video take off
Local Media Innovation Insights (LMII) reports focus on promising trends/opportunities from local media companies of all kinds, including newspapers, digital news sites, TV/radio and more. Subscriptions are open to all local media outlets.
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In this report:
Short-form, vertical video (specifically Reels) has become a core distribution and monetization opportunity for media companies. Unlike in earlier days that required heavy production and unclear ROI, Reels offer something local publishers have long needed: a scalable, easy-to-create format that can be quickly monetized.
Reels are heavily prioritized across Instagram and Facebook, with strong distribution to non-followers and extended shelf life for evergreen content. At the same time, advertisers have become increasingly comfortable buying short-form video as part of digital campaigns they are investing in. These two factors have created a big opportunity for local media companies to grow audience reach and revenue together.
This report focuses on tactics you can use to easily implement a great Reels strategy at your media company. It outlines why Reels matter now, how they act differently than traditional social media content and steps media companies can take (strategically and operationally) to build Reels in a sustainable way.
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