Engagement, Credibility, and Reach: Examining the Strategic Role of Video Content in Jordan’s Digital Journalism

Abstract

This study examines the strategic role of video content within Jordanian online journalism, specifically its influence on audience engagement, perceived credibility, and reach. Using a sample of 389 Jordanian online news consumers, surveys were used to measure video content usage, degree of interaction, perception of credibility, reach, and short- versus long-form video use. Findings show that video content considerably increases viewer engagement and substantially enhances the spread of news stories. Alternatively, its effect on credibility is weak, which means that video is not enough to guarantee that stories are credible. Furthermore, contrasts between short and long videos show that engagement is on par across formats, but short videos are marginally more credible compared to their longer counterparts. These findings reinforce the use of video as a tool for engagement and dissemination while affirming the position that credibility is also shaped by the reputation of the source and the quality of the content. The study contributes to digital journalism knowledge in Jordan and offers practical solutions for news agencies intending to attain engagement, reach, and trust in video production.