Last week the BBC launched Instafax, a short-form video newswire designed for Instagram where videos are limited to 15 seconds. For now, the BBC is describing their project as an experiment, but the move is part of a much larger trend that, at one point, I scoffed at.
I have long complained about inch-deep media coverage of current events that provides little time for meaningful debate and focuses instead on sound bites. By all accounts I should hate news being delivered in 15 second Instagram videos. And yet, as organizations, old and new, develop new kinds of storytelling for new platforms the ultra short form factor is winning me over for some topics. Bite-sized news today goes beyond sound bites, but could go even further as an on-ramp to other coverage.
As a news junkie I was curious about NowThis News and started following them on Instagram late last year. I was soon hooked on their clever, punchy, well-produced videos. In a post on NowThis News’s Instagram strategy Caroline O’Donovan said “NowThis News is building video content that fits in where the audience lives.” She continued:
There’s a willing audience in people who would never think to turn on a TV to get their news, but refresh their Instagram feed multiple times a day. It’s not that these people aren’t interested in news — it’s that they’re accustomed to the big stories finding them rather than the other way around.
And indeed, editor-in-chief Ed O’Keefe says that they are “finding an appetite for hard news,” he says. “Not just soft, entertainment news — hard news on Instagram.” NowThis News recently split off their entertainment and sports coverage into separate Instagram accounts responding to feedback from their followers. Continue reading