Whether the limit is the number of characters in a Tweet or length of recording of a video on Vine or Facebook, the common denominator for publishers today is that people are seeking out news stories that swallow up "less" of their time. As explored in our latest research, The Unfaithful Reader, they are changing where they get their news from. Facebook may have paved the social news pathway, but Snapchat is now stealing it's thunder (PewResearchCentre, June 2015). It now has 150 million active users — 10 million more than Twitter — and is emerging as a real challenge (Bloomberg Technology, June 2016).
It isn’t an immediately obvious news platform. It should be constrained by disjointed storytelling, low quality recordings and the amateur journalism inherent in crowdsourcing material. Instead it has a massively expanding sphere of loyal users, with live and digestible reporting, spearheaded by its ‘Discover’ story, which enables it to compete with larger publishing powerhouses (Mashable, December 2015).
Snapchat is responsive, relevant and receptive. The customer experience is constantly evolving, offering people a first hand perspective on what is happening, as it happens. The key question for publishers now is how to emulate Snapchat’s disruptive success in their own organizations.
Competing with Snapchat starts with knowing who your readers are, what they like to read and when they want to read it. Publishers can leverage granular data insights to produce a more relevant experience, producing personalized content and a bespoke experience that really resonates with their audiences.
This depth of knowledge about readers, and personalized experience as a result, encourages readers to be more receptive to what publishers have to offer. If content is geotargeted to ensure readers are receiving location specific news on the go, they immediately form more of an immediate connection because content has more proximity to their daily lives. Investing in location-based news not only fights ‘content fatigue’, but streamlines readers’ online journeys too (Fipp, February 2016).
The last hurdle is responsiveness. Publishers need to be able to action the insights at their disposal to create personalized content, interact with readers at the right moment and understand in which channels customers are going to be most open to reading content. If they can achieve this, with swifter processing and the agility to target content in real-time, they will be able to drive up engagement, producing an experience that evolves with the reader and always leaves them wanting more.
Discover more insights for delivering a first-class customer experience in the publishing industry in our latest research.