Check out the news video blurb here.
4 dozen balloons released in NYC look like a reasonable explanation in this instance. You can see the balloon-like movement of the objects in the video.
People are getting really quick to pull out the UFO label and when they do, they aren’t just calling something unidentified. They are usually hinting at something uncommon and strange.
I am actually surprised the news media would bother with the follow-up story. At least they kept it fluffy.