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Brief Published: 20 Jan 2014

BBC Instagram Targets Millennials


The British Broadcasting Corporation (BBC) has launched a short-form video news service on the popular social image and video app Instagram in an effort to target its largely millennial and mobile-savvy user base.

BBC Instafax posts a series of daily 15-second videos that summarise stories from its main news source, BBC News. Stories covered include the debilitating heatwave experienced during the Australian Open Tennis Championships, an exploration of why birds fly in a ‘V’ formation, and a rundown of the Syrian government’s dealings with the country’s rebel forces.

The new service will act as a test to see how users respond to these short-form news packages, and whether they inspire click-throughs to the BBC’s news website. “We are trying to create content within the social spaces people are inhabiting,” said the BBC in reply to some of the comments being left on its Instafax posts.

One of the challenges that Instafax faces is that unlike Twitter, where tweets can be linked directly to news sources through URLs in the copy, Instagram does not offer hyperlinks within its body copy, requiring manual searches to get to the content.

With multiple news, content and social platforms vying for user attention, it can be hard to rise above the noise in an increasingly time-poor, mobile market. See our coverage of the Ignition Conference 2013, which looks at how brands can best compete for the attention of the connected consumer. See also Big Ideas from Social Media Week, Making Your Brand Mobile and The Cult of Youth.

Find out how other brands are tapping popular mobile services in Taco Bell Joins SnapChat, Fox Markets On Tinder and Mastering Social Video