Why PRs Must Wake Up to the Media Industry's Determination to Make Video Work
As The Sun goes over a billion views a month for its video output, comms experts need to engage with the format more than ever.
The media landscape is changing at pace – and keeping up with the latest developments and moves will give every comms expert an advantage over their rivals. Every week we will take a look at the media business from mainstream and ‘legacy’ media to cutting edge tech and the latest trends and developments – and how you can use that know-how.
One of the points that Steph and I will stress when we do a media masterclass with someone is the importance of pictures and video.
At its most basic level, it means if you’re putting a release out or trying to get coverage for a client, think about what you can do in terms of images and a few seconds of video. Even if it’s just the chief executive speaking her statement into an iPhone so that it can be offered as a clip to go with your story when it gets uploaded online (tip – ideally, she’s not just sitting behind her desk when she’s filming).
It is interesting how reticent it seems media clients can be in engaging with video. Often, I suspect it is an age thing – senior staff can be a few years older and are a bit more old school. Slightly analogue in a digital world.
And I realise not everyone wants to put themselves forward on screen. It feels higher risk, just slightly more difficult to perfect than a press release or a reactive quote.
But a look at the media tells you everything you need to know. Every media brand is throwing the kitchen sink at video content. The Economist and its vodcasts, Reach investing in new studios, the Mail and its crime podcasts with often daily shows on big court cases.
The biggest investor of all in video is The Sun. Back in September 2024, editor Victoria Newton said “video has become the focus for everything we do and has been at the heart of our coverage” and they have been true to their word.
The recruitment of new director of video Jon Lloyd (a former content agency boss behind hits such as Come Dine with Me and Four in a Bed) has transformed The Sun into a video giant. Its 25 new shows which go for quality production values and originality, are seeing a billion views a month. Total video views to Sun content were up 140% in 2025 compared to the year before, reaching 9.1 billion. December was its biggest ever month with 1.2 billion views. And the Sun has the biggest YouTube following of any UK newspaper brand, with 6.37 million subscribers on its main channel.
There are a few points worth making here that the comms industry should keep in mind because it will help with what you do in terms of your clients and should also inspire you to be imaginative with video.
