Weather content on social media: The broadcast guide for local TV

Local television stations are facing a challenge as young adults change how they consume news. According to Northeastern University’s local TV news research by SmithGeiger, 91% of young adults aged 18 to 34 consume some news media every week.

But it’s not TV.

Social media platforms such as YouTube, Instagram, TikTok, and Facebook are the preferred social media news sources for this important group of consumers. Toward the bottom of the list is the live local newscast, which ‌most television stations consider their bread and butter.

(Source) Reinvent: A Survival Guide for Local TV News

Not surprisingly, among the content craved by these young adults are updates on the weather. Yes, the reason people watch local TV news is also the reason people follow local news on social media.

This preference is reflected in the consistent growth and engagement many broadcast meteorologists are experiencing on Instagram and TikTok. Their achievements provide a clear roadmap for local television weather departments seeking to build stronger connections with their audience through social media and broadcasting.

Case studies

Production simplicity is key

Vertical videos posted on social media broadcast don’t need to be extravagant or complicated. Meteorologist Trevor Gibbs, from WJAX in Jacksonville, FL, pulls a producer in from the newsroom to hold the camera while he delivers a short weather update in front of the video wall in the studio. Gibbs edits the videos using TikTok and reposts them on Instagram. Simple, yet effective.

Meteorologist Lee Goldberg from WABC in New York City, also relies on a producer to help him record his daily signature Quickcasts, which often feature weather content maps superimposed over his camera video.

The ultimate win in social media is to create something that goes viral. Sometimes, the simplest videos are the ones that generate the highest engagement. An update produced by meteorologist Joseph Martinez from WZDC, showing snow falling in Washington, D.C. generated almost a million views.

Content strategy and authenticity

According to the study, 60% of young adults said they want to watch behind-the-scenes videos where reporters (or, in this case, broadcast meteorologists) share background information. That may be why meteorologist Stevie Stevenson from KCTV in Kansas City, Missouri, is seeing growth on her social media platforms. Many of her vertical videos feel personal and authentic, recorded right there in the Weather Center.

Not all social media posts produced by broadcast meteorologists need to be serious. Kim Castro from KHOU in Houston, Texas, blends personal videos with weather updates. Castro also seeks to serve all viewers in the Houston area during disruptive weather events, delivering updated information in both English and Spanish.

Technical solutions for vertical videos

One challenge facing broadcast meteorologists is converting horizontal 16:9 graphics into the vertical 9:16 format preferred on social media. To accommodate this format, meteorologist Jordan Evans from WJLA in Washington, D.C., creates special graphics that are specifically designed for Instagram and TikTok.

Testing conducted for the study found that 50 seconds, plus or minus 10 seconds, is the ideal length for social media videos. That’s how long most of the personally branded videos are produced by meteorologist Shane Hinton from WFOR in Miami, FL.

Most broadcast meteorologists edit their vertical videos using software available from Instagram and TikTok.  However, meteorologist Drew Davis from KHNL in Honolulu, Hawaii, uses commercial-grade editing software such as Adobe Premiere, DaVinci Resolve, and Final Cut Pro. Davis says these videos are easier to produce than they look, thanks to templates that he has created for his digital weather updates.

The ultimate payoff: Survival for local TV news

Vertical video weather updates generate thousands, and often hundreds of thousands, of views.  These numbers validate the central message of the Northeastern University study, aptly named “A Survival Guide for Local TV News.” Researchers urge news managers to pivot and empower reporters, news anchors, producers, and broadcast meteorologists to create more engaging social media weather content.

Building a loyal following online is an excellent way to establish trust. However, the ultimate goal of this broadcast guide is to leverage these digital connections and bring consumers back to the station’s website, mobile app, and live newscasts. That’s how we survive.

Tim Heller is an AMS Certified Broadcast Meteorologist and Weather Communications Coach. He helps local TV stations and broadcast meteorologists communicate more effectively and work more efficiently. Contact Tim through this website: www.hellerweather.com.