I am happy to see that news media are taking more advantage of social media and the use of videos. Unfortunately, some are still doing it wrong, and I completely understand it.
In order to get money from advertisers, they need traffic to their website. It makes sense. However, this is the old way of thinking. Don’t get me wrong, I completely get it; you need traffic to get them hard cash. And you will get it.
The problem I see is that usually during the last seconds of a video, the creator tells the viewers to go to their website. Don’t.
Viewers don’t want to be told what to do. They choose what they do. If you tell them what to do, they will act like a 5-year-old and do the exact opposite. We live in a world of free will, and our browsing on the internet is our time. Viewers don’t want to be told to go to this website and that website. It feels like a demand.
Video on social media is supposed to be about branding. Look at it as an ad in the newspaper or a billboard. You present what you can offer. Make it as appealing as possible to your group of interest, and they will come.
Just stick an animated logo at the end of the video. Brand your publication, and they will come. Demand, and they will flee.