VG’s U.S. election coverage goes vertical, inviting viewer participation

By Kristin Nyland

Product Manager of Video

VG

Oslo, Norway

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The 2024 U.S. presidential election offered VG a unique chance to innovate and test new visual strategies in our news coverage.

Recognising the shift in how audiences consume media, we decided to go beyond traditional broadcast methods and adopted vertical video as the main format for our election coverage, paired with a unique interactive feature: a live comments section.

Technical producer Andreas Røen Pettersen gives thumbs up and breathes a sigh of relief as the vertical live broadcast runs smoothly. Photo credit: Bjørnar Konglevoll Bekkevard.

Meeting audiences where they are

For all media outlets, including VG, reaching the next generation of media consumers is fundamental for future survival. Social media has brought about a significant shift in user habits, emphasising the need for us to improve our strategies to better reach and engage younger audiences.

Social media platforms like TikTok and Instagram have transformed how users engage with content - making it fast, immersive, and optimised for mobile devices. Additionally, they enable audiences to interact with one another, fostering a sense of community and shared dialogue.

For the 2024 U.S. election, VG wanted to embrace this shift, so we:

• Adopted vertical video as the primary format to align with mobile-first user habits.
• Integrated a live comments section, enabling real-time interaction and engagement with our users.
• Facilitated direct viewer participation, allowing audiences to share opinions and questions during the live broadcast.
• Had each reporter look directly into the camera, following social media norms, instead of being in a studio looking at each other.
• Enhanced the technical set-up, including new camera arrangements and graphics suited for vertical displays.

Interactive live comments: a first for VG

The objective of our coverage was not only to inform but to create an engaging, new, and relatable experience. The shift to vertical video marks a significant departure from the typical wide-format broadcasts that have previously dominated news coverage.

VG's election coverage stood out by incorporating a real-time comments section within the live video. This feature was designed to foster a sense of community and active participation among viewers.

For the first time, audiences could share their opinions, ask questions, and interact with us as a news provider - and, as we discovered, with each other - as the election unfolded. The comments section added a layer of dynamism, turning passive viewers into active participants.

Rigorous testing and cross-disciplinary collaboration

The technical implementation of this feature required significant development work and cross-disciplinary collaboration across teams in VG and Schibsted Media. Multiple teams had to coordinate to ensure the live comments were efficiently moderated and displayed seamlessly on-screen.

Despite the complexity, this collaborative effort paid off by enhancing the overall viewing experience, with the goal of making it more interactive and engaging for audiences.

Transitioning to a live vertical video format and integrating live interaction posed several challenges. Adjusting camera set-ups, optimising graphics, and stream-lining production workflows were among the challenges.

In the days leading up to the election, cross-functional teams conducted tests, identified several issues, and resolved them just before the actual election coverage began.

All editorial staff members involved in the live broadcast were prepared to embrace the vertical format. Instead of hosting a long, continuous livestream, we went live only when significant events occurred.

Developing and growing the vertical video player at VG has been an ongoing process since the beginning of 2023.

At VG, we had long dreamed of hosting a live vertical broadcast, and this vision finally became a reality during the election. With all the presenters looking into the camera we created a more personal and inclusive experience.

When viewers submitted questions, we responded both in the comments section and live on the broadcast, inviting the audience to actively participate in the coverage. Analysis of the data afterward shows that younger audiences were particularly active in commenting.

The process of developing and growing the vertical video player in VG has been a continuous process since the beginning of 2023.

A new standard for future coverage

VG's coverage of the 2024 U.S. election is more than just a milestone for us; it sets a precedent for future live news broadcasts. The lessons learned from implementing vertical video and real-time engagement will guide VG's future approach to covering major news events. This strategy reflects our commitment to adapting to audience preferences through an interactive, innovative, and mobile-first focus.

VG wanted to include viewers and invite them to participate through vertical video and live interaction during the 2024 U.S. election coverage, creating a more engaging and interactive experience.

Our 2024 U.S. election coverage went beyond simply reporting results. It introduced new ways for audiences to engage with news on our own site. Involving users provided valuable insights into their questions, enabling us to adapt our journalism to better meet their needs, on air.

Embracing new formats and technologies is essential for staying relevant and engaging in today's fast-paced media landscape. We look forward to exploring what comes next and continuing to evolve alongside our audience.

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About Kristin Nyland

Kristin Nyland is product manager of video at VG in Oslo, Norway. Kristin can be reached at [email protected] or @KristinNyland.

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