Packaging traditional content into a cutting-edge medium:
Show-business meets Snapchat
When Snapchat first came onto the app scene as an instant messaging service, through which photos and videos could be shared over the course of a 24-hour period, few would have imagined the success that it would have reaped. Since its release in 2011, the service has considerably evolved and is now arguably at the center of attention of the fast-paced app world – not least because of some very recent developments, which businesses in the Caribbean may seek to capitalize on and learn from.
With over 150 million visitors per day, Snapchat has become one of the main channels through which to engage younger demographics, who are increasingly connected to their mobile devices at the expense of traditional media such as the television. According to a recent study by eMarketer, in the USA alone 45% of Snapchat subscribers are between the ages of 18 and 25.
It is precisely with the intent of capturing the attention of the younger audiences that E! News recently launched a new show produced exclusively for Snapchat entitled ‘The Rundown’.
The show, aired exclusively on E! News’ Snapchat channel, is hosted by journalist Erin Lim who, over the course five weekly broadcasts, will share her take, perspective and opinion on the latest celebrity and pop-culture trends, through four-to-five minute videos.
‘The Rundown’ is the first attempt to package content (news, events, gossip, latest trends, etc.) into a show format on Snapchat. Each episode promises to be delivered in perfect Snapchat style: short, simple, user-friendly and – most importantly – easy to share.
The idea behind this new entertainment format was born from the common will of the US television network, NBC, and Snapchat in identifying innovative solutions that could maximise the latest opportunities provided by the mobile digital consumer market.
The initiative, the first of its kind, is part of NBC’s broader mobile marketing campaign ‘Be pop cultured’, which focuses on the creation of unique content for various digital platforms.
Given the initial success of the very first few episodes, it would appear plausible that ‘The Rundown’ will be the first in a long series of shows developed specifically for Snapchat.
Most interestingly for businesses in the Caribbean is the fact that this innovative approach to broadcasting opens new and (for the most part) unexplored scenarios and opportunities for advertising. In this regard, it comes as no surprise that NBC Universal is already in the process of developing new advertising packages to insert into its brand new format.
So, where does this leave us? It leaves us with the conviction that while it is important to welcome the new tools offered by the digital world, embracing the exciting opportunities that they bring without being afraid of them, it is equally important not to forget the value of traditional media – and of traditional content. Integration and complementarity are the names of the game. This is what ‘The Rundown’ is all about: packaging traditional content into a cutting-edge medium.
Being able to connect with users on-the-move has become ever more important for businesses in the Caribbean; and being able to do so by creating distinctive content, such as trendy and easy-to-digest videos, is essential. The ability to then tailor this content to the most successful digital mobile platforms is the key to success – as proven by ‘The Rundown’.
