Journalists learn the craft of digital content creation.

No longer just a pseudonym under an article or the author's name under a photo, a "digital content journalist" now must know how to appear in front of the camera, livestream from the scene, film with a phone, record audio to a high standard, and monitor public feedback across multiple platforms.

In the digital age, journalists don't just write news. They also need to learn the skills of digital content creators to deliver their journalistic work to the right audience.

Digital journalistic content production

Almost every reporter and editor at Thanh Nien Newspaper's Digital Content Development Center can now appear in front of the camera at any event. From on-site reports about flooding on Thai Thinh Street ( Hanoi ) by Vu Doan and Nguyen Anh; work trips to Truong Sa by Vo Hieu and Ho Hien; international technology exhibitions in Taipei (Taiwan) by Cam Tu; to Mai Phuong's reporting trip to India..., viewers are increasingly familiar with the image of reporters directly reporting from the scene instead of just standing behind a written page.

Students from Van Lang University exchange ideas with editor Cam Tu of the Digital Content Development Center.

Photo: NGO CHIEU

At first glance, the job doesn't seem much different from that of content creators on TikTok, YouTube, or Facebook. However, the core difference lies in the professional process. A social media video can be built from the creator's personal experience or perspective. For journalists, every piece of information in a video must go through a process of verification, data cross-referencing, expert consultation, and rigorous validation. Unlike most entertainment content on social media, every frame, every number, every comment in a journalistic product must be accurate before publication.

Previously, journalistic products were primarily published in print or online newspapers, but today, every major piece of content is simultaneously deployed across multiple platforms. From important national holidays to internationally significant events, all are reported, commented on, and broadcast live on Thanh Nien Newspaper's digital ecosystem. Thanh Nien online offers updated information and images; on YouTube and TikTok, Thanh Nien provides live videos or commentary – a simultaneous visual and audio channel offering readers and viewers suitable choices.

Students in the international cooperation program of the University of Economics and Finance Ho Chi Minh City learn about the digital content production process of Thanh Nien Newspaper.

Photo: Nhat Thinh

Even with unexpected events like the earthquake in Myanmar in March 2025, shortly after the first tremors, Thanh Nien Newspaper's platforms continuously updated developments, organized live news broadcasts, and analyzed the impact of the event. Behind each broadcast is a continuous content production cycle. Many international events depend on copyrighted foreign signals, requiring reporters and editors to translate, edit videos, prepare commentary, and organize broadcasts almost simultaneously.

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Algorithms change, habits change, multimedia content adapts.

One of the biggest changes in multimedia content in recent years lies in storytelling. Digital platform algorithms and user habits have completely changed; viewers now only need seconds to decide whether to continue or leave a video. This forces content creators to shift their production mindset.

While television news formats used to be the "gold standard" for video content creators, video news is no longer constructed in a linear sequence; the most compelling details must appear right from the start. Core information must be presented first. Gone are the days of long videos uploaded to every platform; instead, videos are tailored to specific viewing styles.

Right from the scriptwriting stage, reporters and editors had to consider multiple versions of the content: long videos for YouTube, vertical videos for TikTok, Zalo Video, Facebook Reels, or YouTube Shorts.

The development of digital journalism has also brought unprecedented pressure on professionals. While previously, the effectiveness of an article was primarily measured by the number of readers, today each content product faces a range of different evaluation metrics: watch time, video completion rate, number of new subscribers, level of engagement across platforms, etc.

Multimedia - multiple evaluation indicators, multiple platforms - multiple competitive pressures.

Changes in journalism stem not only from technology or the emergence of AI, but also from increasingly stringent content distribution algorithms. While views and clicks were previously considered the most important metrics, platforms now prioritize content that provides real value to users.

Thanh Nien reporters capture images from events and on location.

Photo: TN

This has forced news organizations to change. Sensational headlines or clickbait content are becoming increasingly difficult to reach the public. Instead, platforms value original content, source data, in-depth expertise, and the ability to retain viewers for extended periods.

An interesting observation is that, except for sensational cases, digital content with a positive, humane, and unique perspective consistently attracts more views, viewing time, and interaction than content about social security and order, which was once considered a "specialty" that attracted readers to print newspapers.

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To date, the Thanh Nien Newspaper Digital Content Development Center operates 5 YouTube channels, 5 TikTok channels, and 2 Zalo Video channels, attracting over 16 million followers across the entire ecosystem. Among these, the Thanh Nien Newspaper YouTube channel has consistently held the leading position among Vietnamese media organizations for many years, with nearly 6.3 million subscribers. Each year, Thanh Nien Newspaper's digital platforms record nearly 2 billion views.

These figures reflect a dramatic shift in how the public accesses information. While previously readers actively sought out newspapers or websites, today journalism must be present where the public spends the most time: YouTube, TikTok, Facebook, and other short-video platforms.

Therefore, today's journalists must also learn the skills of a digital content creator, understand how algorithms work, and adapt to constantly changing platforms.

However, whether appearing in print, online, YouTube, TikTok, or any future platform, the core of journalism remains verifying information and bringing the truth to the public.

Algorithms may determine how many people a piece of content reaches, but it is trust that ultimately determines whether readers will find your newspaper on any platform.

Source: https://thanhnien.vn/nha-bao-hoc-them-nghe-sang-tao-noi-dung-so-18526061615553739.htm