The BBC has announced a video news offering to specifically take advantage of Instagram users.
BBC Instafax is a three-month experiment that will see a trio of 15-second news videos uploaded each day that act as a round up of the day’s news as it attempts to take advantage of new forms of media interaction.
"BBC News director James Harding has been clear in his vision to find innovative ways to bring the best of our journalism to new audiences, something our team has been looking at for some time,” stated Steve Hermann, head of BBC News Online, according to The Guardian. "We want the process to be organic, and we're keen to trial new ideas on how we can use our video content to reach new audiences," Herrmann said.
Many will recognise the connotations of the name, which is a throwback to the days of Ceefax, the BBC’s text news service that was on UK TV sets until it was retired back in 2012.
BBC’s strategy in targeting new forms of media came after BBC iPlayer viewing figures showed that mobile and tablets overtook desktop for the first time over the Christmas period and reaching new audiences on these mediums is part of the plan with Instafax.
There are already a number of other news outlets making similar moves with NBCUniversal taking a minority stake in NowThis News, which was formed back in 2012 and has been creating short content for Facebook, Twitter, Vine, Snapchat and Instagram ever since.
"We're blushing – imitation is the sincerest form of flattery, after all. But when the Financial Times starts mimicking our Snapchats, we'll know we've really made it,” stated NowThis News editor-in-chief Ed O’Keefe, when asked about the BBC’s latest venture.