Norway’s Amedia overhauled its video strategy to reach younger readers on platforms like Snapchat and TikTok. The publisher revamped workflows, trained staff, and saw video views surge.
Media professionals tracking audience shifts will note Amedia’s recent overhaul of its video operations, aimed at engaging younger news consumers who favor platforms like Snapchat and TikTok over traditional sites. The Norwegian publisher identified a gap in its video storytelling and user experience, prompting a comprehensive review across its 120+ news sites in 2024.
Analysis revealed that Amedia’s video content and workflows lagged behind audience expectations. To address this, the company prioritized content development, editorial process innovation, and workflow upgrades. Recognizing that newsroom video maturity varied widely, Amedia tailored its approach: advanced sites refined storytelling and front-page video packaging, while smaller newsrooms received targeted training to identify stories best suited for video and to establish consistent production routines.
Key changes in 2025 included optimizing the user experience for vertical video, introducing short-form reels, and integrating video clips into text articles. The company also streamlined video publishing with a mobile-optimized CMS for breaking news, improved animated previews, and rolled out new video graphics packages designed for vertical formats. These upgrades made it easier for both users to watch and staff to create and publish video content.
Establishing a video-driven culture required sustained editorial commitment. Editors played a central role in championing the shift, while the development team shared best practices and analytics to motivate newsrooms. Amedia emphasized that video is a core editorial product, not a secondary feature, and highlighted newsroom benchmarks to drive adoption.
Throughout 2025, Amedia spotlighted video performance, shared analytical insights, and encouraged staff to adopt new routines. The result was a 40% increase in video production and a 286% jump in video views. The company continues to invest in video expertise and workflow improvements in 2026, aiming to keep its journalism relevant and profitable as audience habits evolve.
This focus on video aligns with broader industry moves to treat social video as a core editorial product, as seen when Grupo RBS restructured its newsroom for social video to drive measurable audience growth and revenue.
Amedia operates as one of Norway’s largest local media groups, managing over 120 news brands across the country. The company’s digital transformation efforts have positioned it as a leading publisher in Norway, with a strong emphasis on local journalism and audience engagement. According to public figures, Amedia reaches millions of readers each week and continues to invest in digital innovation to maintain its market position.
