"Can you really encapsulate a story in six seconds?" questioned Marc Settle, a trainer in mobile reporting at the BBC College of Journalism, speaking to Journalism.co.uk for a podcast on the subject.
Many have created accounts but few have yet to use them; on Vine, a small number of active BBC channels make up a fraction of the dormant accounts for news outlets while on Instagram's new video capabilities, the Washington Post is a rare case of a major news organisation creating video content among the large number of national and international outlets with accounts.
There are, however, other platforms which are gaining more credibility and use among forward-thinking journalists.
"I'm not saying it's never going to be possible but the 15 you get on Tout – or the 45 if you've got a corporate account – is much more the kind of length that fits the dynamic of news," said Settle.
"Certainly the new app Vizibee, which some BBC colleagues put together, have gone for 75 seconds because they say that's the standard length of a report, what's called a 'rant' on the BBC, where someone will talk to the camera and explain what's happening. Seventy-five seconds is about the maximum length.
"But six seconds? What can you really do?"
Instagram may yet start to fill this temporal gap, but Tout has been playing a similar role for some time. Created as a social video platform, Tout now has partnerships with the BBC, Wall Street Journal, Europe1, and Digital First Media (DFM), among many others, while Vizibee has been designed specifically for professionals to create short videos of behind the scenes footage or quick updates on news stories.
Why news outlets are turning to microvideo
At Digital First, editor-in-chief Jim Brady said they had been looking for a way to make more short-form video content and get it onto the website much faster.
"When you're out reporting on a story real-time sometimes you don't always have the production bandwidth or the time to go through the whole process of getting something from camera onto your website," he said. "So with Tout, one of the things that Tout does that was very appealing to us is a very simple straight-shooting, straight-to-the-web sort of technology."
Tout's founder and CEO, Michael Downing, describes this as "helping [newsrooms] take about 10 steps forward" in terms of their reporting technology, while also responding more readily to the consumer demand for "bite-size bits of data" that has developed along with the "real-time web".
"We call it the 'show me, don't tell me' kind of movement," he said, " where people in general, if you look at behaviour online, it's starting to shift away from the kind of paragraph-laden, text-heavy experience.Short form video has a good fit with mobile and it's easier for journalists to report from the mobile deviceNeha Manaktala, co-founder and COO, Vizibee
"They're craving more visual content – more direct and more video content specifically – and that visual content actually helps them or enables them to process information much quicker, no big surprise."
The importance of visual content is fully understood at the BBC, but with Vizibee, co-founder and chief operations officer Neha Manaktala said the way audiences are looking to receive that type of content is changing.
"Our audience is moving away from television and they are on mobile all the time," she said, "and they want access to the latest news all the time. So we think that video news – and mobile video news – is where news is headed, which is the whole thesis for having Vizibee there."
In this "rise of the visual web", Downing says mobile devices compete on screen size and picture quality, meaning mobile-ready visual content holds a greater importance in terms of attracting and retaining users to the site.
"People are becoming wildly more information efficient," he said. "They have to be able to take the massive fire hose of news and information and they have to be able to put it into a format that is not unwieldy but is manageable in some sense."
Twitter is one highly successful way by which news organisations make their articles and traditional reports manageable and accessible, acting as a gateway to the site as a whole, and, says Downing, the same process can apply to video content.
"It's not to say that people aren't going to watch 20-minute videos or 30-minute in depth documentaries but the way that they're going to get there, to discover and find it, is going to be fundamentally different."
At Vizibee, Manaktala sees the combination of mobile and video as being perfect for this type of content.
"Mobile is our primary focus," she said, "we do have a web platform and and our aim in the future is to be across the four screens, but mobile is where our starting point is and where the audience is as well.
"Short form video has a good fit with mobile and it's easier for journalists to report from the mobile device."
How this platform is being used by reporters
For journalists throughout Digital First Media, short-form has added a new dimension on how they are able to present stories and provide a greater layer of context to those stories.
Michael Anastasi, as vice president and executive editor of the Los Angeles News Group, was one of the first people under the wide umbrella of Digital First Media to experiment with Tout when his outlets picked the platform up at the start of 2013.