Every publisher faces pressure to “do more video” because video is supposedly where audiences are. But video production is expensive, time-consuming, and requires skills most editorial teams don’t have.

The question isn’t whether video content exists or whether some audiences prefer it. It’s whether video makes strategic sense for your specific publication with your resources and audience.

The Case for Video

Video content typically generates higher engagement metrics than text. People watch longer than they read.

Social platforms prioritize video in algorithms, particularly short-form video. This drives distribution advantages.

Younger demographics consume more video content than text, which matters if you’re targeting that audience.

Video advertising CPMs are often higher than display advertising, particularly for pre-roll and mid-roll placements.

Some topics explain better visually. Product reviews, how-tos, and demonstrations work well in video.

The Case Against

Production costs are significant. Even “simple” video requires equipment, software, editing time, and skills most text journalists lack.

Video audiences expect quality. Amateurish video damages brand more than no video at all.

ROI is often unclear. Views don’t necessarily equal business outcomes. Are video viewers subscribing, engaging long-term, or just consuming free content?

Text remains superior for many content types. Analysis, argument, and complex topics often work better in text where readers control pace.

Time investment is substantial. Video production takes 3-10x longer than equivalent written content.

When Video Makes Sense

Product reviews and unboxings where showing product is essential.

How-to and tutorial content with visual steps.

Behind-the-scenes coverage giving audience access to people, places, or processes.

Interviews that benefit from seeing and hearing subjects directly.

Event coverage capturing atmosphere and moments.

Explainer content simplifying complex topics through visual aids.

Personality-driven content where host or presenters build audience connection.

Video Formats Publishers Use

Short-form (under 2 minutes) for social distribution and attention-limited audiences.

Mid-form (2-10 minutes) for instructional content and interviews.

Long-form (10+ minutes) for deep dives, documentaries, and comprehensive coverage.

Live video for events, Q&As, and time-sensitive content.

Most publishers focus on short and mid-form, where production demands are manageable and audience attention is reliable.

Production Approaches

In-house production with dedicated video team. Highest control and ongoing capacity but significant overhead.

Freelance videographers for specific projects. Flexible but coordination challenges and variable quality.

Journalist-shot video using smartphones and basic equipment. Lowest cost but quality limitations.

Agency partnerships for occasional high-production projects. Expensive but professional results.

Small publishers typically start with journalist-shot or freelance approaches before justifying in-house teams.

Equipment and Tools

Minimum viable setup:

• Decent smartphone (iPhone or high-end Android)
• Lapel microphone (audio matters more than video quality)
• Basic lighting setup or natural light strategy
• Tripod or stabilization
• Editing software (free options like DaVinci Resolve or affordable like Adobe Premiere)

This costs under $2,000 and produces acceptable quality for many applications.

Professional setups with cameras, lighting, audio, and editing workstations quickly reach $15,000-50,000+.

Distribution Channels

YouTube remains primary platform for discoverability and monetization, though revenue expectations should be modest.

Social platforms (Instagram, TikTok, LinkedIn, Facebook) for reach and engagement, with platform-specific optimization.

Website embedding for owned properties and SEO benefits.

Newsletter integration where video complements email content.

Each platform has different technical requirements, audience expectations, and optimal video formats.

Monetization Reality

YouTube ad revenue is minimal unless you have massive scale. Most publishers earn single-digit dollars per thousand views.

Pre-roll advertising on owned properties works if you have sufficient video inventory and traffic.

Sponsored video content where brands pay for production and integration.

Video as subscription value-add, with exclusive video content for paid members.

Video supporting other revenue streams indirectly—building audience, demonstrating expertise, driving awareness.

Direct monetization rarely justifies video investment alone. Indirect benefits and multiple revenue connections matter more.

The Social Video Challenge

Vertical video for Instagram Stories, TikTok, YouTube Shorts requires different production approach than horizontal video.

Platform-native posting typically outperforms cross-posting same content everywhere.

This means creating multiple versions or choosing which platforms to prioritize—both require additional effort.

Algorithm changes can devastate video strategies built around specific platform distribution.

Skills Gap

Most journalists write well but lack video production skills: framing, lighting, audio, editing, pacing.

Training existing staff requires time and willingness to develop new capabilities.

Hiring video specialists adds headcount and requires managing different skill sets.

The skill gap is real obstacle many publishers underestimate when deciding to “do video.”

Production Efficiency

Template-based formats reduce production decisions. Interview series, quick tips, news rundowns with consistent structure speed production.

Batch recording multiple videos in single session amortizes setup costs.

Simple editing styles (jump cuts, minimal effects) are faster and often preferable to over-produced content.

Repurposing existing content into video (podcast recordings, event presentations) maximizes value from single production efforts.

Measuring Success

Views are vanity metric without business impact. Track:

• Completion rates (what percentage watch to end)
• Click-through to website or offers
• Subscriber conversions
• Brand awareness metrics
• Revenue attribution

If video consumes 30% of content budget but drives 5% of business outcomes, it’s not working regardless of view counts.

Australian Publisher Examples

The Guardian Australia produces video regularly but with realistic expectations about direct ROI. Video serves brand-building and coverage breadth.

Broadsheet uses video selectively for food and venue features where showing matters more than text descriptions.

Most small publishers don’t maintain regular video production, producing occasional videos for specific purposes rather than ongoing video strategies.

The Pivot to Video Lesson

Many publishers attempted “pivot to video” in mid-2010s, shifting resources from text to video based on platform promises.

Most failed. Video views didn’t translate to revenue. Production costs exceeded returns. Platforms changed algorithms, cratering distribution.

The lesson is skepticism about video as universal solution. It works in specific contexts, not as replacement for text-based publishing.

When to Skip Video

If your audience demonstrably prefers text and isn’t asking for video.

If topics don’t benefit from visual treatment.

If you can’t produce quality video with available resources.

If business model doesn’t support video monetization.

If video would divert resources from text content that’s working.

Many successful publishers produce little or no video. That’s fine. Not every medium suits every publication.

Starting Small

Test with low-investment approaches before committing to video strategy.

Produce 5-10 videos with basic equipment and freelance help. Measure audience response and business impact.

If results justify investment, scale up gradually. If not, conclude video isn’t priority for your publication currently.

Don’t invest heavily based on assumptions about what audiences want. Validate with experiments.

Video as Experiment

Some publishers treat video as ongoing experiment, trying approaches without betting their business on it.

This is sensible middle ground between ignoring video entirely and betting on it heavily.

Occasional video that serves specific purposes, published when it makes sense rather than maintaining rigid production schedules.

Future Considerations

AI video tools are reducing production costs and complexity. Generated backgrounds, automated editing, and AI hosts might make video more accessible.

Audience preferences continue evolving. What works today might change, requiring adaptation.

The publishers succeeding with video treat it strategically—investing where it serves their specific audiences and business models, not because video is universally necessary.

Video is tool, not imperative. Use it when it’s the right tool. Don’t feel obligated to use it when text, audio, or other formats serve better.

The media landscape has room for text-focused publishers who do one thing excellently rather than multiple things mediocrely.