For the BBC it was clear that they needed to “talk” with a generation that spends a majority of time online, and to do so they followed them to Snapchat
No one does the news like the BBC, from London to all major capitals around the world, the British Broadcasting Corporation is globally known. It comes to no surprise that a major media organization has an active presence on one of the most exciting social platforms out there: Snapchat. Through BBC One, their main television channel and the biggest in the United Kingdom, the company set up a Snapchat account. We spoke to Daisy Griffith, who is BBC One’s Social Media Strategist, about their account and their strategy behind it. For the BBC it was clear that they needed to “talk” with a generation that spends a majority of time online, and to do so they followed them to Snapchat. Gravitating towards Snapchat in order to speak to millennials was a natural choice, BBC One has as a goal to engage those on the younger spectrum of under 35 in the United Kingdom. Its overall social media strategy outside of Snapchat is to connect with these young people and they to do so on a wide variety of platforms.
Once you’re on Snapchat you scroll through until you find the “channel” you want to watch, and while you’re watching, it consumes your full attention. This kind of engagement is very attractive for brands and organizations
So far, their efforts have revealed a trend that some in the field have started to realize, Snapchat is very similar to operating a television. The BBC One team notes that users have a full screen (just like television), audio is always on (same as television and unlike other platform like Facebook where you must click to listen) and perhaps the biggest correlation of all: The user chooses the “channel”. Once you’re on Snapchat you scroll through until you find the “channel” you want to watch, and while you’re watching, it consumes your full attention. This kind of engagement is very attractive for brands and organizations, and BBC One is no exception in having that interest. Since the BBC knows television well, they are trying to adapt their model to this new platform.
They produce Snapchat specific content as episodes air and then the Dr. Who Twitter/Facebook account instructs viewers to head to Snapchat for exclusive content.
Their content creation strategy is 7 days a week, with new content every day reflecting the content and coverage on television and other social media channels. They engage a range of producers and content creators and make sure the content is unique to the Snapchat environment. So far they have not chosen to repurpose their content for other platforms such as Instagram Stories, but as this particular channel continues to become more popular they are going to start testing out a repurposing strategy. Their growth strategy is supported in part by promoting their Snapchat account on other channels such as Facebook and Twitter, specially because they stay away from promoting their account through a QR code, which is a departure from the norm with some of our clients. BBC One believes that this kind of engagement (Snapcodes) clash with what people expect to see on their social media site. Something really unique about BBC One is their ability to get shout outs from their media properties on social media, such as the very popular television show Dr. Who. They produce Snapchat specific content as episodes air and then the Dr. Who Twitter/Facebook account instructs viewers to head to Snapchat for exclusive content.
Throughout their time with Snaplytics, BBC One has thoroughly enjoyed the ability to look at hard data in the shape of completion and open rates
BBC One has learned tremendously from using Snapchat. They are very excited about how intimate the platform feels, which is something that a lot of our clients share. At one point they asked their Snapchat followers to share what their favorite BBC program was and they received hundreds of responses that included selfies and videos, something you would not see on Facebook perhaps. They understand why they use Snapchat and how it is different to Facebook or Twitter. Throughout their time with Snaplytics, BBC One has thoroughly enjoyed the ability to look at hard data in the shape of completion and open rates, although they stay away from making final conclusions based on this data.They see how long stories may not work based on completion rate, but they still see value in doing such stories. “Snaplytics has been a very helpful guide, a broad brush guide, as to how stories fare.”