Online Video a Hit with Youth, African Americans

If you want to connect with younger audiences, as well as African Americans, you might try offering more online video. This option is supported by the latest research report from the Pew Research Center for The People and The Press…

Audience Segments in a Changing News Environment, released Aug. 17, noted:

“Among internet users, online news video is particularly popular with young people and African Americans. Nearly two-thirds (65%) of blacks who go online say they regularly (18%) or sometimes (47%) watch news video clips or programs; that compares with 47% of whites.

“Almost six-in-ten (58%) internet users younger than 30 say they at least sometimes watch news video; those 50 and older are far less likely to do this.”

Several newspapers are experimenting with online video efforts like the Newark Star-Ledger’s new LedgerLive vidcast (featuring veteran reporter Brian Donohue).

Will these efforts get much traction with the community? Perhaps… But so far this particular vidcast seems to be trying to emulate traditional TV newscasts. I’m not sure that’s what will resonate most with core audiences of online news video, as described by the Pew study.

Of course, the Ledger’s site NJ.com publishes much more online video than just the LedgerLive noontime vidcast. These pieces range from straightforward interviews to fun videos with major potential to become viral linkbait like this:

Roaches predict the President

The key here is that the Star-Ledger is not only publishing online video, but willing to experiment with various approaches to video content. That’s probably the most crucial determinant of potential success in online video.