So you're about to be the audio recording session so when you speak speaking to your mind so they can capture your marks
are you planning on turning it on
what are you going to do? Where am I going? I'm just afraid of what you're going to do with that microphone for me. Yes. The most trustworthy the way you just said that the the delivery now now I'm scared. You should do what you did when we were on the 35th floor. What before you'd walk into the room at the city saw? Maybe before? Yes.
It made me sad. You don't want this just the main work room. And there were a couple of times because I wanted to face the wall. Like oh my god. We're gonna put it back
I was supposed to every time it was announced or so.
We decided to say
about it. Now are you good singer is the question. Are you the oh, that's what you're going to sing a little moment for us. Do my rendition of the literal call undercover. Or how about tick tock by by cash. So that's good. That's actually that now. Brush your teeth the bottle Jack simile for the night. I am coming back because it's also like a drought. That's how I got through my 20s Just
give us now what
started off our conversation.
We have the rights to it. Only goes guy who's gonna know someone will sell me for
sure
I would have been a good one. I can definitely
I mean, it is but we're also fighting each other we I will say. I will say that at the MPC party last year and have worked with the horses
I'm sorry. That they need to draw my attention to get the security guard darkened. See party to
the reception spilling all their strategies.
capacity that's all for me
that's a different thing. I wanted to once you felt you couldn't get any wind to get any more things. Let's go fine. I won't support your product anymore. No more watching. No, I just gave you some
tips. On our system as well. Like
I said move on scale doesn't matter. If something is wrong, it gets in the way so yeah.
There's plenty of seats
in the middle and oh trines we have people trickling in so we'll get started in a minute. That was good. Excellent. Project
panel selfie drunk
AI I will jump in. Yes.
Yeah. So kind of depends on
what the thing is. Also at Tegna we have Ernesto or Ernie. Ooh. Marilla Morello, I don't want to mess it up. He is also with Andrew at hers and then we have John, Koichi Colucci I'm nervous now. That's just a digital media professional who's a celebrity in the social media world influencer. We have plenty of seats right here in the middle. Even
more impressive. LEED that's native, whether it's Instagram, whether it's tick tock or any other platform shorts Now YouTube shorts. So, so that's essentially how we do it. We do a little bit of like people recording themselves on camera. Um, it's more of a talent thing than anything else. But other than that it's pretty primarily converting the video that we already have in our in our hands and turning it into vertical. Cool. And then Jeremy.
Okay, I'll be very candid in the beginning. I'm like, Oh, it's another thing that our poor journalists have to do. Right and the list is always growing and the list isn't shrinking and so with tick tock or reels or shorts or whatever you want to call it, it is it is another thing, right? And so I think I look at it as how valuable will this thing be to our overall strategy? how possible is it for us to win in this space? Should we do it just because everyone's doing it? So, so with vertical and with Tic Toc, especially, but really with all of them? The first place I go is, what is the investment here? What is our right to win? How can we make it doable for our journalists because their jobs are really hard, and we want to be able to do it in a way that's good for our audience, but good with the workflows that we have knowing we have to feed a lot of different beasts and I don't think that just applies like we're working at broadcasters, but I think that would apply for anyone who has a really lean team, or maybe video isn't your bread and butter You're for us to repurpose, and it is to start from scratch. So I'm going to show a couple examples from our station in Atlanta 11. Alive the NBC affiliate, where they, the story had a lot of different cycles, it would start as a broadcast story. It actually made its way to VOD on YouTube. And then from there became a YouTube short and we're seeing a lot of success with stories that are getting legs as regular VOD, VOD, whatever you want to call it on YouTube, reading that data understanding Hey, there's a there there and then the shorts actually perform even better because YouTube love shorts right now. So shorts are performing better. So we could play those examples, I guess. All births are not this time. So it's very short. It's just very topical. So we wanted to use this one I wanted to just illustrate the difference between Hey, this started as a regular video. It was a feed that we had, right so it's I say feed because it exists in our TV ecosystem already. Then it becomes VOD, and then it gets turned into a short and the short got the most traffic are the most views and that is like low hanging fruit. Not the most creative but the easiest to execute. So a really good place to start. And then the second example even more beautiful Tanisha and Preston already
strong and a bad system together is sickness and health. This is what I
almost didn't happen because the group question pops up with chemicals most nearly 1/3 of his body. There's
nothing that stopped me from making it. So it I knew that I was able to make it would be like
Okay, so the difference there. So that was a broadcast package right that we already had we already did. It became a regular YouTube video around 8000 views but then it was turned into a shore and it got 2 million views. And that was the team in Atlanta saying hey, this regular If you
want to play and I could talk after the end of it already talk through it
gotten the opportunity here with this with which they did really well and I think they this both on tick tock and reels and shorts and things I think they kind of did it across all platforms as this happened the day of the arrest the day or the day after. So they're taking the opportunity people are searching, they're looking about like, tell me more about this. Like I don't remember what this was in 2010 this all this thing that happened so long ago. And they took the exact package from that one of the stories that they ran back when the murders happened, and put that out. And that's something where that really takes an SEO opportunity so something that an employer that I used to work with is we try to find this archive of videos we access to them in our in our system on the day that it happened like so that we can actually take advantage of SEO opportunities who are searching for it. They want that information and SEO does also exist on tick tock, believe it or not. So there's all that that's happening and then I will definitely pivot to Joanie. As well on this but the the NDP is in Scranton and they had do an incredible job of finding content. Scranton Wilkes Barre, sorry, Ohio. And I think they do an incredible job of finding content from their archives. From the past I think what's really cool about our a couple of video and why it's really having a moment I think on tick tock in particular, is it's stuff that people don't know about, they don't know that these things happen and it also really connects to the community and I think I also noticed that the station pulls a lot of things that are national stories and put that in there but if you wanted to add about your station,
I just want to give out a shout out to Shonda and second row right there.
But yeah, I mean, the the thing about archives what's also interesting is that depends on what kind of you know what kind of operation you have. It's not it's not it's what four by three, so not 16 by nine, so sometimes it actually could actually fill up the screen. A little bit more in that in that format. Such trick that I did at my previous employer at Fox is we would take the video and kind of layer it behind it using like not Photoshop, Premiere premiere and kind of do it pretty quickly or Premiere rush the quick line, just to kind of a little bit of visual element but even just uploading the video as it isn't that anything at it and just adding some text to it really kind of still consult with stories. So I think people just don't know that these things happened. And I think that they really are looking for that content. So that's a way to take something you have in your in your archives and use
it. Yeah, and I'll just add like yes, people are discovering this for the first time but there's also a lot of nostalgia. So we work in local markets where people have lived for a very long time and Estelle just hits a nerve for people. And you remember this back in the day? You know, we've got a lot of archival footage that we're working with right now that does the same thing and it's not just tick tock tick tock is probably where people who are younger would have never heard of it. But maybe on Instagram or Facebook those folks actually remember when that happened. and they have a connection to that, that that is important to them. so we always see those videos take off, especially when it's focused on something that's specific to that community.
Yeah, and I'll give a shout out to Sinclair, since one of the videos that every year there's this exploding whale in Portland at k two you might have heard of it. And those things like pay out like they I think they've now turned into shorts and stuff like, year after year those things keep doing really well so it's stuff that could pay off later on to
nice we call that the slow burn. But, or anything you had to me.
I'm totally talk about what you do like what is if you're gonna go on the journalism route talk about your story so on the left we have Rachel Scott from ABC News I'll let that play He said so the second one is from WBEZ radio so this is in Boston and they have an incredible incredible tick tock account and they're always telling us really unique stories I'll let this play and I'll talk the other side
You're being, you know, accessible and have the content so I think it's worth taking the time to not necessarily have it burnt down but like, just make sure that the automated captions, all line up so taking that little extra time to just go through and make sure that I mean, tick tock does a pretty good job of it, Instagram, not so much in terms of like actually listening as long as the audio is pretty clear. But I do think it's worth the time you want to make sure that people who are impaired or unable to hear the content can still consume it,
and if you don't have time to caption the whole video like the.
have a question about coalition building and getting kind of leadership buy in a lot of times you give everybody's really excited to make it but then kind of making a shift especially you know there are a lot of new
But now that we've actually gotten a site, a tick tock account, we're having a really hard time growing it and getting followers to prove the point. So I guess my first question is how, you know, am I missing something? Is there a magic one that we're missing to sort of get engagement up, get the follower account up? We are trying different things. And so the second question is, you were saying to play around and experiment and I feel like we've been doing that a lot with both the typical new style videos, but also these very casual videos and our Tik Tok content creator is a very huge proponent of this casual style it just being in your bedroom or on the fly, so much so that he thinks our logo is actually preventing us from you. stares anytime your star they provide.
And there's ways to do this tattoo. I completely agree with the trends piece. It's like and there's you know, we talked about like dancing and appropriateness. There's a lot of really fun trends, that there's ways to be appropriate and brand something that we're going to Instagram more on a photo site like I do. Johns Hopkins has a really cool Instagram where they take a lot of those trends a lot they played a lot with party. So just ways that really take those things are happening and find a way to make it relevant to you. So I completely agree.
Yes, and then I would just add to that, and I'm sure you guys have this I'm saying it for the group is having clear KPIs like what establishing what that is like, what is growth look like? What does success look like? What are our goals, and that way you can stone the likes to say pay followings even if they're not connected to you can be a good way to help boost your profile too. But there's it's not a it's not a science by the way,
I don't think it's like really easy. So I don't want you to think we're sitting up here and we're for every brandy there's someone who is struggling to get views and so let's just be real with that. Yeah,
yeah. And there's Oh go ahead.
I was gonna say we have established brands in every other platform and on television and they maybe only have 50 60,000 followers. So yeah, it's it's very hard.
It is something I always like thought it was like I think a lot of and this is where I think again about the executives and people that are, you know, certain numbers and you know, we're all executives super late. But it's like, it's the idea of like, you know, that think of successes, like if something is getting a decent amount of traction, but it's having an impact. It's hard to know how to kind of it's kind of hard to track that like you know that this video may have only been seen by 500 or 1000 people but those 1000 people watch this like five minute video and it had an impact to them. The comments are really interesting, where this other video that was maybe 10 seconds I got like 100,000 views per se still did great but it had a different impact. It was kind of a passive thing. So what was one of the some of the videos that was shown that are a little more, you know, heartwarming might have a different impact. And that's hard. It's very hard to measure, but it's still very important. Yes. And
I like to call that internal storytelling the way that you talk to your executives and the rest of your newsroom about what you're doing can really impact the perception and the ability to get and keep buy in.
Alright, another question from the audience.
platform's there. They don't have everything yet, but they're working on it. We
use flux desk as well. Yeah.
I'm looking forward to the news.
Channel is not sponsored by Social.
We do. But there's also like getting something to that I think is important. But back like not everything, all things for all people are like timewise. Like if there's some story you're trying to tell and it's a video that can work on multiple platforms, I also think there's value in kind of what maybe pacing now is a good word to use here to tag on to that, like, you can post to Tik Tok and then maybe the next day it goes on Instagram and the day after that shorts depending on what it is like you can kind of space that out. A little bit so that you're not worrying about kind of doing everything all at once, depending on the workflow that you have.
Our most popular shorts are four years old. Videos like I posted four years ago. Yeah, so the gifts that keep on giving
a little bar. Oh, one more thing I did. Our marketing department sometimes we'll plan out stories that we have, you know, that the reporters have been working on for a really long time we call them sweeps pieces or TSRs. And those may be planned, but that happens less in the newsrooms for vertical video. All right.
Hi, I'm Audrey from Georgia Asian times. I was wondering, what is your best advice for converting your social media audience to your more main platforms such as the website?
Yes, Ernie. I would also like to know the answer those questions.
me to go ahead, Joanie.
Don't try like in their face. No, not don't try but I always I say the same thing over and over and over like on repeat so anyone integrin in the room has heard me say this 1000 times. I really believe it's served people on the platform of their choice. So then when they choose TV as my main platform or whatever, they will choose you like I believe that wholeheartedly. I don't think yelling in their face. And sometimes in the TV world, people just don't get it. So I use the example if the Washington Post sent you a push Muller and said go pick up a paper to read this story. You would throw your phone and be like, are you joking me Washington Post or if wsa nine
my Call to Action. It's not download or app. It's just say it's on Alexa because everyone's got Alexa probably. So there's sometimes you can put those little subtle things in there. But yeah, to Johnny's point there, keep them where they are.
And I believe that is that that is the 99% of the time rule. And I also think rules are meant to be broken. If you have the biggest get in the entire world, then you should probably tell everyone on every platform that you have them that you have the biggest get in the entire world. So you know, I think there's the norm and then you break the norm.
Well, I think in big breaking news situations, I'm with you. I don't like telling people to, you know, get an alert from us on our mobile app that it's going to have you watch our newscast when you're at the supermarket because that's probably not going to happen. But when you do have a breaking news story, I think that makes the most sense. That's you want to drive people to the TV that they can see it on the biggest rather than your phone. So there are opportunities when that happens. I just I'm not a big fan of the pushing every day to a newscast because a little and yet somehow book talk works. Somehow book talk
well that's the thing is people are very motivated on tick tock to go do things I am obsessed with the fact that no one ate cottage cheese and then cottage cheese and mustard became a trend and then all of a sudden this one brand of cottage cheese was sold out in all these grocery stores. So people are motivated to do things from social, you know, and we should be smart about trying to tap into that. We just have to be careful that they feel like it's on their terms and not ours.
Did you have the cottage cheese and mustard combination? I have always loved cottage cheese. No, you're in your ERA protein. Alright, we have a question here on this side. Hi, I'm Molly Murphy. From story hunter in New York. I also love cottage cheese. Keep going on that. It's a support group.
So yeah, a big part of what we do is help news teams find say freelance videographers. But whether you're using that or you're using your in house team when you're asking for that
kind of initial video content, are there kind of best practices in terms of like capturing the initial video that you can make it the most versatile later when you know you're going to repurpose it? Oh my gosh, it's so sad for us and TV, because everyone shoots one way and all these platforms are going the other way. So we're fighting the good fight to try and also get vertical but we don't always
I mean, so quality like if you have all the options in the world, like really high quality camera with a ton of pixels. That way it can look good 16 by nine it can look good nine by 16 when we zoom it in and it's really crisp and clean. We know that that's not always the opportunity but that's like the ideal and then shooting it twice if that's the option like shoot it this way and
shoot it yeah shooting it like it's there's a I remember talking to a bunch of photographers very traditional TV photographers had been in the bins for a while and they were so used to like now they got a frame, you know, going from four, four by six to 16 by nine and they're trying to fill the entire video with whatever it is and try and explain like if you can try to center focus, you know, make the center the focus because that way we can then clip that part if we can only use that video and we don't have the option to film it a second way but that's kind of a harder conversation because they they're used to filling an entire screen and you're just trying to get a part of
it. I've also seen photographers rig their phone vertically above their traditional lens on their cameras. So they're getting it both ways at once.
There's one thing that I really believe in and I believe that like our photographers and our reporters and our mm Jays that are on the field like they have so much going on and if I asked them every single day to do this, for social or for digital then it's probably not going to get done. But if I selectively pick what is the best story for tick tock or for YouTube or for our site or whatever for each day, then maybe on Monday, Joanie is getting the ask and on Tuesday, Ernie is getting the ask and on Thursday, John's getting the ask and it just relieves a little bit for them. And so just in that morning editorial meeting, if you have them being really smart about like, where's our opportunity to win, Which story do we think would do well on one of these platforms, and going after that reporter versus saying Hey everyone today I need this from you. I need this. I need a tic tac I need this but being a little bit more strategic.
I have a question from a plant in the audience. Sing sing.
She is by Tiktok expert by the way.
Hello, everyone. tends to get by earnings from the traditional key players around the newsroom. You know, because it's not necessarily driving traffic to our core platforms. It's not necessarily driving people, you know, we can't really measure in metrics that it's driving people to watch our newscast. So what are your suggestions to make this simple and easy to understand for key players?
Are you asking your boss no? Look, it's not easy, and I laugh that I'm on this panel because half of the day half of my days I am the person who needs to be told you need to buy in and half of the days I am bought in right and so yeah, I mean, I think it is hard. The business of what we do is hard right? And some days we do need to be all in on our core platforms and I am leading digital and I believe that and some days we need to be owning the story on digital or on Tik Tok or on YouTube. And so that is my approach is that like, sometimes like one one drops while the other gains in support of our overall brand, understanding that people who are resistant in the newsroom aren't like I think people get there's like a reputation news that there are people in the newsroom who just like, they're adverse to change. They don't want to do it. And I really think it's just like, we're comfortable in what we know. It's not like they're so mean and don't like you were comfortable in what we know. And then, you know, they haven't worn the Tick Tock hat. So it's just something that they don't understand. If you can get initial success and one platform people really like success, right? So if something works, and you can show that off, you can get an opportunity to do more, but I do believe that like it isn't the most important thing. To do every single day. It's the most important thing to do sometimes, and other times, there are other important things to do. And so picking your battles, I think it's really important explaining why is it important for this story for this day for this event?
I agree completely. And we know that in TV like there's the general managers, the news directors, people that have been in that industry for a long time that are very focused on KPIs and numbers and a revenue and that's the, those are hard to again, Chief from these. So I think the more that you can have those conversations and kind of just fold in the excitement around it, I think you can get there but I completely agree with what
what I'm saying. One of my favorite things is when a general manager or a news director will come to us and say what are we doing on tick tock by teams, they're like always on tick tock like what how do we get them to watch us? Yeah. So it's fun when they are coming to us asking those questions.
All right, we have our final question because we are at time but I feel like we are getting so much out of this but if you have to leave leave, we're going to toss it over to Andrew,
your your final question. It's gonna be good.
I hope I'm Elsa I work over at a youth media organization in Houston. I am wondering on the vein of this conversation, and maybe I know this is like a for profit kind of panel but my my like nonprofit mind is like going is it helpful to then kind of make the case or even track the impact of tick tock and kind of two areas one brand awareness right. And maybe to this conversation about you know, combating myths, misinformation and whatnot. Is this like the opposite is, is this the opportunity in front of us to think about our mission as a public service, kind of like a public good, and start trying to try to measure that or start trying to study that as a way to make a case internally to continue to work? I don't I'm just curious if those are some ways that we could, you know, kind of solidify the impact of tick tock,
I'm sorry, I'm gonna jump but I think the measurement is extremely important. Anytime you're experimenting on anything. You want to understand whether the work and the effort that you're putting into it is actually reaching anybody so even in the nonprofit world, if you're doing it to reach the public, but you're only reaching to people. Maybe that's not the right platform to reach people on. So always measure, always assess and always try to see if you can increase the metrics. But at some point, you do need to, you know, realize maybe that's not the place that we need to be.
I agree entirely. It's like there's you have to figure out if it's right for you, but I do I do see content in my feed that you know, sometimes isn't that space of the nonprofit space that I that comes into my feed I mean, things that are about sexual health or about like, you know, health in general, I think come through my feed and those are just service they're not no one's making any money off of it. So there's an importance to that, I believe, but there's also an effort as well.
All right, thank you everyone, for coming. Thank you to the panel. Real quick. I know you're about to run out. But before you do, if you're an own a member, please vote for the board of directors. both Chris and I are members of the board. We are representing broadcasters on the board and you know, trying to try to help broadcasters be represented well here at Oma. If you are in broadcasting whatever constituency you come from, vote for the representatives that best represent you. Yes, thank you. So much love. Y'all have a good rest of your conference. Thank you. So
