BBC News is getting more ambitious with off-platform distribution, particularly for video. But for now, that strategy is fixed on Facebook, Instagram and Twitter, not Snapchat, reports Digiday, which added:
“The broadcaster has long been prolific with tools like Facebook Live, but Instagram is now a bigger focus, with a following of 3.8 million and climbing for its BBC News account. Since Instagram upped the maximum length on a video from 15 seconds to one minute 15 months ago, more publishers have prioritized video over photos on the platform. The BBC is no exception, publishing 154 videos compared to 12 photo posts on its BBC News account in May, according to NewsWhip data.
“On the evening of the U.K. general election on June 8, the BBC published dozens of Instagram Stories throughout the night as votes were being counted, via its BBC News account rather than a separate election account, which it has previously used when covering elections. One of its best-performing Stories gave an overview of what happened throughout the night: It began with a graphic of the exit poll, then featured “Question Time” presenter David Dimbleby talking about what it all meant and cut to BBC correspondents reporting from different areas of the country, leading up to the key results.
“Typically, BBC News’ Instagram Stories get an average of 100,000 views, with around half of those watching to the end, according to Mark Frankel, social media editor at BBC News.”