In a new LMII report and podcast conversation, consultant David Arkin explains how Reels and vertical video can drive audience loyalty, brand recognition, and new revenue opportunities for local media companies.
Key takeaways
• Vertical video is a major opportunity for local media companies. Platforms like Instagram Reels, Facebook Reels, and YouTube Shorts allow publishers to repurpose existing reporting in formats audiences increasingly prefer.
• Reels and short-form video build loyalty and brand recognition rather than direct traffic. When audiences repeatedly see trusted journalists in their feeds, they are more likely to remember the newsroom and seek it out later.
• Vertical video can also create new revenue and discovery opportunities. Media companies are pairing Reels with branded content campaigns and benefiting from the growing presence of social video in Google search results.
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The growing opportunity for vertical video in local media
Vertical video is quickly becoming one of the most important tools local media companies can use to grow audience engagement and develop new revenue opportunities.
In the latest episode of the Keep It Local podcast, Local Media Association’s Ryan Welton spoke with David Arkin of David Arkin Consulting about the findings from his recent LMII report exploring the opportunity for media companies using Reels and vertical video.
The report highlights how platforms like Instagram Reels, Facebook Reels, YouTube Shorts, and TikTok are transforming the way audiences discover and consume news.
Why Reels and Shorts are changing how audiences consume news
Rather than focusing on driving traffic directly back to publisher websites, Arkin said vertical video should be viewed primarily as a brand and loyalty tool.
That brand recognition can translate into stronger relationships with audiences and higher engagement across newsletters, apps, and direct traffic channels.
How social video is showing up in Google search
Arkin also noted that vertical video is beginning to play a larger role in search discovery, as Google increasingly surfaces social video content directly in search results.
New revenue opportunities with Reels and branded content
Beyond audience growth, vertical video is also creating new monetization opportunities.
Many media companies are now incorporating short-form video into branded content campaigns, allowing advertisers to tell their stories using the publisher’s trusted brand and audience reach.
These partnerships often include video explainers, attraction guides, or sponsored storytelling formats designed specifically for platforms like Instagram and Facebook.
What newsrooms need to do to get started
Arkin emphasized that successful adoption requires newsroom planning and cultural buy-in.
Editors should treat vertical video as part of the storytelling process from the beginning of a story assignment, rather than trying to retrofit television segments or articles after the fact.
He also encouraged newsrooms to experiment and remain patient.
For local media organizations navigating changing audience habits and new digital revenue models, vertical video may represent one of the most practical opportunities available today.
Click here to check out our other Keep It Local podcast episodes.
A synopsis of the LMII report can be found here, or you can click here to purchase the report.
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🎧 Listen on Spotify: https://open.spotify.com/episode/248DxsgBMCuIudZp79QJir
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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary