Social Media’s grave impact has been witnessed by each and every brand. All fast moving consumer goods are making an impactful and visible use of the social media domain. Social media campaigns are an essential part of the brand promotions and marketing strategies. Even news providers like Star and others have begun using the various platforms for the promotion of their products or rather channels and newspapers.
The marketing strategy that we are going to discuss today is about one of the most renowned news services in the world, BBC. It is a British public service broadcasting statutory corporation.[2] Its main responsibility is to provide impartial public service broadcasting in the United Kingdom, the Channel Islands, and the Isle of Man.
The BBC channel has always been one of the premier channels and has given first hand information to all its viewers always. When we are talking about delivering useful content in the places where people are already aggregating, BBC knows how to reach its audience in the modern age. In January of this year, the BBC launched an Instagram video news service, which displays 15-second short news clips.
A news channel as this can benefit largely from such a service. Firstly it will be able to hit the right target audience and increase its rate of frequency along with reaching out to the exactly correct target audiences. This particular service has been referred as instafax. The service began in January 2014 and since then BBC has been a talk of the app.
Each news item which has been uploaded by the brand name has got the necessary recognition.
BBc has been reporting on Instagram earlier also, but the use of video clips to pass on their message is a new trend, a new way to reach out and to cater to the needs of its millions of viewers. By including a brief text summary in the video itself, rather than as an audio voice-over, the videos are likely easier to produce and can be watched and understood even with a phone on silent.
Before the launch, the BBC’s Instagram feed was a mishmash of content delivered in a variety of styles. Now it’s a much more uniformed affair, comprising video or photos with snippets of overlaid text and a soundtrack. Each post is expanded upon with text-based information beneath the imagery, but with hyperlink functionality currently absent from the media-sharing app, Instafax feels rather limited in what it can offer. It may be fine for those with a fleeting interest in what’s happening in the world, but news addicts will have to exit Instagram and hop over to their news app of choice to discover the meat of a story.
This particular step taken by BBC shows its keen interest to be a part of the social media domain and involve its functionalities in its future endeavours as well. BBC has been able to increase its fan following on the platform Instagram and has also been able to revolutionise its own Instagram entity.
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