Boosting audience growth: Insights from the ‘Multiplatform Content Delivery’ workshop

Drawing on three witty keywords – Wildlife, Weather, and Weird (3Ws) – social media can be leveraged to boost audience growth through strong visuals, emotional resonance and good story-telling, according to Esra Ozkul, Social and Video Producer for ABC International Services.

In a workshop on multiplatform production at the Asiavision Coordinators’ Meeting in Hanoi, Esra talked about ways to counter news avoidance and drive audience growth.

She highlighted the importance of providing a human face and emotional connection, to make complex topics relatable. She also ways to structure a story to maximise audience engagement in the first three seconds of a video.

Thu Ha, the Deputy Director of VTV Digital, said VTV 24 branded news channels were available on Facebook, YouTube, TikTok, Instagram, Zalo and X.

She explained VTV 24 platforms serve more than 20 million active users and shared data for each platform.

Earlier, Asiavision news producer Amira Ismail presented an overview of audience behaviour on social media platforms including demographic preferences. She highlighted that video is an increasingly important drawcard for online news, citing international research that shows the most popular social media activity is watching videos.