how to use snapchat as a medium and make tv social
TRANSCRIPT
DR MEDIEFORSKNING
HOW TO USE SNAPCHAT
RASMUS THAARUP
AUDIENCE RESEARCHER
DR – DANISH BROADCASTING CORP.
@RASMUSTHAARUP
AS A MEDIUMAND MAKE TV SOCIAL
DR MEDIEFORSKNING
SNAPCHAT 2ND IN DENMARK
62
1511
4 3 2 2 1
Facebook Snapchat Instagram Twitter LinkedIn Pinterest Reddit Tumblr
Daily use %
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
SNAPCHAT GREW
140% FROM 2013-2015
DR MEDIEFORSKNING
AN ATTRACTIVE TARGET GROUP
63
37
9
3 4 1
12-19 20-29 30-39 40-49 50-59 60+
Daily use of SnapChat %
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
HOW SNAPCHAT IS USED
DR MEDIEFORSKNING
Planned contentSpontaneous content
Public contentPrivate content
HOW SNAPCHAT IS USED
Source: The DR Panel, 2015. Target group: 15+
DR MEDIEFORSKNING
THE CONTENT DISAPPEARS
YOUR DIGITAL IDENTITY IS LESS VULNERABLE
SPONTANEOUS, IMMEDIATE AND INTIMATE APPROACH
CONTENT IS NON-EDITED, NON-CROPPED, NON-FILTERED
SNAPCHAT IS DIFFERENT FROM OTHERSOCIAL MEDIA
DR MEDIEFORSKNING
SNAPCHAT IS A FRIENDS-TO-FRIENDS PLATFORM
92%
90%
18%
15%
6%
Sending or receiving messages
Stories to or from friends
Stories from brands, media or celebs
Snapchat live stories
Snapchat Discover Weekly usage among users
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
92%
90%
18%
15%
6%
Sending or receiving messages
Stories to or from friends
Stories from brands, media or celebs
Snapchat live stories
Snapchat Discover Weekly usage among users
THERE’S A BRAND BARRIER ON SNAPCHAT
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
CHANNELS PROGRAMS EVENTS NEWS KIDS
HOW WE USE SNAPCHAT
DR MEDIEFORSKNING
SOCIAL TV IS A NICHE IN DENMARK
2 %Produce content on social
media related to TV content
5 %Use social media
related to TV content
33 %Use social media
While watching TV
100 %TV viewers
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
VERY FEW WANT INFLUENCE
1%
2%
6%
19%
77%
I want to influence and interact
I want to share my own experience
I want other viewers opinions
I want exclusive content
I am killing time
Reasons to use social media while watching TV
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
VIEWER OPINIONS ARE NOT IMPORTANT
1%
2%
6%
19%
77%
I want to influence and interact
I want to share my own experience
I want other viewers opinions
I want exclusive content
I am killing time
Reasons to use social media while watching TV
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
INSTEAD THEY WANT EXCLUSIVE CONTENT
1%
2%
6%
19%
77%
I want to influence and interact
I want to share my own experience
I want other viewers opinions
I want exclusive content
I am killing time
Reasons to use social media while watching TV
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
BUT THEY’RE ALSO BORED
1%
2%
6%
19%
77%
I want to influence and interact
I want to share my own experience
I want other viewers opinions
I want exclusive content
I am killing time
Reasons to use social media while watching TV
Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING
CASE 1: DANISH X FACTOR
DR MEDIEFORSKNING
STOP MAKING HASHTAG CAMPAIGNS
Season starts Season ends
2014
DR MEDIEFORSKNING
STOP MAKING HASHTAG CAMPAIGNS
Season starts Season ends
2014
2015
DR MEDIEFORSKNING
STOP MAKING HASHTAG CAMPAIGNS
Season starts Season ends
2014
2015
2016
DR MEDIEFORSKNING
FOCUS ON BEHIND THE SCENESEXCLUSIVE CONTENT
DR MEDIEFORSKNING
HIRE A SNAPCHAT HOST
DR MEDIEFORSKNING
CREATE A STORYLINE
DR MEDIEFORSKNING CASE 2: ASK ME ANYTHING ON DR3
DR MEDIEFORSKNING
Epiosde 1 Episode 2 Epiosde 3 Episode 4 Epiosde 5 Episode 6
Snapchat
HOW TO ASK A TRANSGENDER, POLYAMOROUS OR ADULT BABY?
DR MEDIEFORSKNING
2.000 QUESTIONS IN 10 MINUTES
DR MEDIEFORSKNING
KEY LEARNINGS
• CONSIDER SNAPCHAT ONLY IF YOUR TARGET GROUP IS VERY YOUNG
• PLATFORMS SHOULD DICTATE YOUR FORMAT
• USE SNAPCHAT AS AN EXCLUSIVE BEHIND THE SCENES MEDIUM
• USE SNAPCHAT FOR NON-FILTERED AND SPONTANEOUS CONTENT
• CREATE STORYLINES – BUT DON’T OVER PLAN
• HIRE A TEENAGE SNAPCHAT HOST FOR YOUR MOST IMPORTANT BRANDS
• USE SNAPCHAT FOR INTERACTIONS WHERE USERS PREFER ANONYMITY
• STOP MAKING HASHTAG CAMPAIGNS