snapchat for the news
TRANSCRIPT
SNAPCHAT IN THE NEWS
Katrine Ryan & Rachyl Jackson October 2016
Contents 1 Executive Summary 1 What is Snapchat? 2 News Opportunities on Snapchat 4 Staying True to the Authenticity of Snapchat 7 Develop Meaningful Content 9 Provide A Consistent Tone 11 Getting Started 12 Learn More 12 Creators
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Snapchat is one of the fastest growing social media platforms in use today. Of its 100 million daily
users, 60 percent are millennials- teenagers and young adults (MediaKix). Thus, Snapchat has become
a haven for millennial-based advertising and promotions. News organizations are following suit in order
to engage a younger audience. While some news organizations have the time and money to devote to
Snapchat Discover, most organizations and journalists use Snapchat Stories to cover news.
Engaging Snapchat users requires an acceptance of the authenticity and features of the platform. To
create an appealing user experience, news organizations must follow Snapchat’s casual tone and
develop consistent, relevant content. Snapchat Stories can include more than simple pictures and
videos by including interviews, uploaded content and behind-the-scenes video. A news organization’s
tone must remain consistent and reflect the company’s personality. Many times, a host or anchorperson
can add personality and familiarity to the content. Journalists that cannot afford the Snapchat Discover
feature can reach the millennial audience on Snapchat Stories by using medium capabilities,
appropriate content, and a distinct tone of voice.
Snapchat began in 2011 as a photo messaging application used for self-deleting photos. The receiver
of the pictures has 10 seconds or less to view the photo before it disappears permanently. Snapchat
has since extended its capabilities becoming an immensely popular mobile multimedia sharing
application, especially among millennials. Sixty percent of U.S. 13- to 34-year-old smartphone users
use the social media platform, reports MediaKix. Not only does Snapchat have more than 100 million
users each day, over 50 percent of its consumer base engages with the platform daily.
On September 24, 2016, Snapchat became Snap Inc. in order to extend beyond the social media
service. The CEO recognizes the new brand as a camera company. Snap will release video-recording
sunglasses called Spectacles in the fall of 2016. As of September 2016, the CEO does not know how
the technology will fit into users’ lives.
EXECUTIVE SUMMARY
WHAT IS SNAPCHAT?
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Discover Page Snapchat Discover selects a small number of publishers to produce featured content for all Snapchat
viewers to see (See Picture 1). Publishers featured on the Discover page require a dedicated team to
produce Snapchat’s guideline-specific content. It originally cost companies $750,000 per day to have
their content on the Discover page. However, Snapchat recently dropped features on the Discover
page to a $50,000 minimum per day. News organization CNBC predicts that companies are not
receiving the profitable results they expected. However, CNN reported that their content on the
Discover page has helped the company connect with more millennials than CNN had through its
website.
Picture 1
NEWS OPPORTUNITIES ON SNAPCHAT
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Stories Companies facing tight budgets can capitalize on Snapchat
Stories to engage with millennials. Brands that only have access
to Stories cannot enjoy Discovery features such as multi-
orientation viewing, long-form content, and content shareability.
Stories are 24-hour feeds of content arranged by user. Snapchat
users can manually add creative digital art to their uploaded or
recorded in real-time multimedia content. Like all regular
Snapchat users, a news outlet will need to build a following.
Snapchat detects and uses QR codes, smartphone-readable
image codes that link to information or other Snapchat accounts.
Advertise the unique QR code on other social media channels
and outlets. Find the QR code by tapping the ghost icon on the
camera screen within the application.
It isn’t enough to simply post photos and videos to your organization’s Snapchat Story. Snapchat’s
millennial audience craves a more dynamic approach. The ephemeral nature of Snapchat has urged
users toward fast-paced, amateurish content. Millennials expect emojis ( ), digital hand-made
drawings on the multimedia content, and fluid storytelling. Consumers are more hyper aware than ever.
They aren’t looking to be sold to or used without benefitting in return. Thus, it is the job of the Snapchat
journalist to deliver content that is meaningful to the millennial consumer.
Understanding the audience and atmosphere of Snapchat is the first step in delivering authenticity. The
next step is to explore Snapchat as a medium and accept its abilities and limitations. While Snapchat is
a useful tool for casual conversation, it falls short when news organizations and advertisers attempt to
mimic content found on TV broadcasts. Ana Gotter of Adespresso agrees that “images on Snapchat
aren’t going to be the same stunning, glossy, filtered, edited images adorning users’ Facebook and
STAYING TRUE TO THE AUTHENTICITY OF SNAPCHAT
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Instagram feeds; they’re going to be taken with a camera phone quickly, edited in a fun way, and
shared.” Snapchat stories will never be polished news packages. They can, however, deliver
informative coverage in an entertaining way.
Journalists can strive to create content that mirrors how millennials use the platform. This includes
using the features of Snapchat, storytelling using both picture and video and engaging with audience
members. Listed below are examples of news users who stay true to the authenticity of Snapchat.
● NPR makes use of Snapchat’s 24-hour disappearing posts by using recurring segments on
various days of the week. This gives users something to look forward to and keeps consistency.
Look out for Sam Sanders’ meme of the week segment on NPR’s account.
● The Huffington Post engages millennials on Snapchat by putting their own millennial journalists
in the forefront.
● The New York Times takes a different approach by providing behind the scenes content for
interested users. While hard news is common for the NYT, they don’t provide much on their
Snapchat account. Their account is used to increase reliability and provide entertaining context.
The NYT uses shots of recognizable journalists, gives tours of their offices, and promotes new
features via Snapchat. If your organization operates in a similar way, this may be the route to
take.
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Using Snapchat Features
How can journalists use Snapchat to stay authentic? Dive into the features offered inside the platform.
Digital trends blogger Nicholas Scalice outlines Snapchat features in the infographic to the right. Below
are a list of highlights Journalists should use:
Snapchat stories last for 24 hours. Journalists can be comforted by the fact that the 24
hour news cycle is alive and well on Snapchat. Remember to keep content fresh and post
daily to engage your audience. This is especially convenient when covering breaking
news.
Text can be added to photos and videos in two ways. Text via keyboard allows up to 80
characters. Text via drawing allows style flexibility and color choices. Tapping outside of
the text banner automatically bolds text.
Adding contacts is a great way to engage with your audience. Ask questions, request
feedback snaps, and respond to your audience.
Filters provide added entertainment and context for millennials. Geofilters are location-
based additional layers of graphics that can be added to your content. After taking a
photo or video, swipe your finger to the right to view potential geofilters. For example, a
news organization can use a geofilter to show the location of the event it is covering.
Take caution when considering sponsored filters that may not align with your
organization’s values. Examples of appropriate filter use below:
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Not all content strategies perform well on Snapchat. For example, having one spokesperson deliver the
information for each snap becomes repetitive, lacking visual stimulation. Millennials are looking to
watch something not only visually appealing, but also information that provokes emotion. Enhance
engaging content with focused camera angles, diverse perspectives, and multimedia content. Here
some current Snapchat news strategies to engage millennials:
Behind-the-Scenes
Your followers don’t just want to view your news outlet on social media, they also want to become part
of your brand’s story. Offer your fans special access to information and places. These moments should
be candid and authentic. Dan Balz, Chief Correspondent at The Washington Post has snapped his
perspective from the campaign trail, providing an inside look at political rallies and the candidates.
News outlets such as CNBC and CBS News share behind-the-scenes looks at their company
operations. Behind-the-scenes content should leverage viewers’ curiosity and build users’ relationship
with the brand.
Takeovers
On Snapchat, the person sharing the content is just as important as the content itself. When
appropriate, organize influencer collaborations to add depth and excitement to your news coverage.
Influencers have a strong social media following and can be anyone from a food bloggers to
international celebrities. Influencers can add credibility to the report if they are particularly involved or
knowledgeable about the news topic. It’s important to choose influencers that can accurately represent
your brand. This person can introduce you to a new audience.
On-the-Scenes
As breaking news unfolds, share pertinent information on the scene of the story or event. Capture
single ideas in each snap to help the reader follow the story. By sharing the news on-the-scene,
viewers feel that they are uncovering the story with you. Consider using Snapchat in tandem with
traditional on-site coverage for added flexibility.
Interviews
Interviews are common practice for news reporting; however, how can news outlets effectively do this
DEVELOP MEANINGFUL CONTENT
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on Snapchat? In an opening snap, introduce the interviewee. Each interview question should have its
own snap, followed by the interviewee’s quick response. Remember, Snapchat only allows up to 10
seconds for each single segment of content. Therefore, these questions should not require lengthy
answers. Millennials want quick answers; if possible, ask followers if they have any questions for the
interview.
Uploaded Video
Uploaded video is a useful trick to create fluid stories for viewers. Snapping a singular video or picture
might leave viewers unsatisfied, especially if it does not provide important elements of the news story.
Using uploaded video gives news outlets time to assess the storyline and position of content
appropriately. Keep in mind that the essence of Snapchat is viewing information in real time.
Hard News
Although Snapchat’s format is more informal that traditional news and print, it doesn’t mean the
platform cannot share hard news successfully. For example, CBS News confirmed the details of a train
accident using traditional news reporting etiquette and a relevant image. The simplistic appearance of
the content reveals the overall tone and seriousness of the coverage. Hard news coverage should lack
emojis and other creative additions.
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News organizations may feel obligated to produce enough content to meet a certain quota. However,
Snapchat users would rather see less content that is of higher quality. Weak content will decrease
viewership over time.
Developing tone is vital to Snapchat success. Tone is more than variety of content- it’s about providing
users with the news experience they want. This means audience interaction, informal phrasing, and
relatable hosting. Environmental footage should be used in tandem with an engaging host. Much like a
news anchor in traditional broadcasts, the host must be friendly, competent and camera-ready.
Consider what hosting style fits best with your news organization. Here are some examples of hosting
archetypes that work well on Snapchat:
Event/Tech Guru
The event/tech guru is of millennial age, is an expert on a specialized topic and
devotes much of their day to Snapchatting. They have built a following using a
“vlog” style persona that is easily accessible. They provide an inside scoop into
their industry with a personal twist. Their news is generally light and
entertainment based. A clear tech guru is Mashable creative producer Sam
Sheffer.
Political Profiler
The political profiler focuses their attention on local, state and national news. The
profilers provide harder news via Snapchat but still engage audiences with a
casual tone. They attend campaign events, interview politicians and discuss
legislation changes in the news. MSNBC correspondent Jacob Soboroff provides
political coverage via Snapchat. He uses the medium as a conversation and asks
direct questions to his audience.
Anchor by Day, Snapper by Night
News organizations can create added pull to their Snapchat by using news
anchors already on broadcast. These anchors already have a following and
substantial credibility. hey report on station news, typically mirroring broadcast
coverage.
PROVIDE A CONSISTENT TONE
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Snapchat coverage tends to be an informal version of their nightly news. Zohreen Adamjee of Los
Angeles Fox 11 stays true to her organization by reporting local news to her Snapchat audience.
While a primary host is necessary for consistency, secondary and segment hosts help to keep content
fresh. Users may become bored with the same host day after day. Consider developing recurring daily
segments for guest hosts. Once a primary hosting tone is established, Snapchatters can embellish their
stories with added engagement. Look below for tips on maintaining tone:
Download stories each day and compile them into weekly videos. Upload to YouTube to for
increased viewership. This allows Snapchat content to become permanent without the
limitations of the application.
Get technical. Provide higher quality content through the use of a selfie stick (a personal
tripod), proper lighting, and mobile lenses. Consider using a handheld microphone for more
polished traditional shots. Keep in mind that while Snapchat is an informal platform, users
still need to see and hear content clearly for it to be effective.
Promote your Snapchat on other social media. Be sure to use Facebook, Twitter and
Instagram to inform your current audience of your jump to Snapchat.
Engage your audience by asking questions, encouraging responses, and asking for opinions.
Use the chat feature to thank your audience for their engagement.
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http://bit.ly/2d1pmNu Learn more about Snapchat’s demographic information and user statistics. http://bit.ly/1zbdnLP Interviews with six news organizations that use Snapchat stories for news coverage. http://cur.lt/2dpcXyV Outlines of content types news organizations can use on stories. http://bit.ly/2aRmB04 http://bit.ly/1VPOfeL A comprehensive guides to the features and limitations of Snapchat. http://bit.ly/1TSIbLU An ebook that provides advice for journalists on Snapchat.
Rachyl Jackson is a junior at Elon University studying Communications. She is working toward a degree in Media Analytics with a minor in Information Science. On campus she acts as Public Relations Coordinator to The Cinderella Project and works as a data analyst for the North Carolina Center for International Understanding. Katrine Ryan is a senior at Elon University studying Strategic Communications with a minor in Business Administration. As VP of Marketing for the Student Union Board, she conducts research and analytics to increase event attendance. She is also Branding Director of the student-run Communications agency Live Oak Communications and National Correspondent of the Elon American Advertising Federation.
LEARN MORE
CREATORS