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