Young people ♥ videos on Instagram & Snapchat: the success of NOS Kort
Posted: Sat Jan 18, 2025 10:51 am
After a few months of trial, NOS officially launched NOS Kort in June, a brand on Instagram that shares 15-second news videos with its followers seven days a week. More and more young people (including myself) consume news through social media. Facebook is very popular in this. No less than 63 percent of Facebook users between the ages of 18 and 24 use Facebook to obtain and share news. Not only Facebook is on the rise in this, but Instagram and Snapchat are also making a big spurt .
I spoke about this with Leroy van Limbeek (26), editor at NOS. Leroy did research into the possibilities for NOS to reach a younger target group (13-19 years). He then implemented his recommendations and advice, resulting in NOS Kort .
NOS_short
What evidence shows that short news videos appeal to young people?
“Online video consumption has new zealand telegram number list been on the rise in recent years and is expected to continue to grow in the coming years. In 2013, 300 hours of content were uploaded to YouTube every minute. That’s a huge amount! According to another study, it is expected that by 2017, 66 percent of total global mobile data traffic will consist of video content.
“By 2017, 66 percent of total global mobile traffic will be video.”
Young people love short videos. The shorter the video, the more people will watch it, according to research by the American company Wistia. These factors were reason enough for us to use short videos to reach our target group.”
NOS Kort is intended for young people aged 13 to 19. Why did you choose this group of young people?
“We chose this target group because there was no department at NOS that focused on this group. One of the objectives of NOS is to better reach the target group between Jeugdjournaal and NOS op 3. The largest part of our audience is the target group, but there are also enough people who watch our videos who fall outside the target group. They are of course also very welcome!”
Why did you choose Instagram and not another social media channel?
“ Instagram is one of the fastest growing social networks worldwide and in the Netherlands. Many young people are active on Instagram and it is an ideal platform for distributing short news videos. It is also a platform that was still in its infancy a year ago in terms of news consumption. We were the first party in the Netherlands to use Instagram for distributing news with a concept that was specially designed for that purpose.
How else do you hope to gain more followers on Instagram?
"At the time of writing, we have over 30,000 followers. That may not seem like much, but it is quite an achievement for us. We have gained most of those followers through organic growth.
“We got those 30,000 followers largely through organic growth.”
In addition to the right choice of topics and the personal tone on the account, we have involved our followers in the growth of NOS Kort from the very beginning. In this way, we have built NOS Kort together with our audience and we will continue to do so in this way. We also almost always respond to questions or comments from our followers. Children and young people are very open and I think that the personal tone of NOS Kort makes it a brand that young people feel comfortable with. These ingredients have ensured a successful account for over a year now and continuing this also seems to me to be the best way to gain more followers.”
NOS also uses Snapchat. Do you think that is the future?
“We have been testing Snapchat for about four months now . I still find it a challenging platform. Everything we want to make, we have to record with a phone or tablet and has to be published immediately. That means you can’t use external footage. Thanks to Discover, a separate component in Snapchat, there is already more room for journalism in Snapchat. For the time being, we will continue testing on Snapchat with NOS.”
I spoke about this with Leroy van Limbeek (26), editor at NOS. Leroy did research into the possibilities for NOS to reach a younger target group (13-19 years). He then implemented his recommendations and advice, resulting in NOS Kort .
NOS_short
What evidence shows that short news videos appeal to young people?
“Online video consumption has new zealand telegram number list been on the rise in recent years and is expected to continue to grow in the coming years. In 2013, 300 hours of content were uploaded to YouTube every minute. That’s a huge amount! According to another study, it is expected that by 2017, 66 percent of total global mobile data traffic will consist of video content.
“By 2017, 66 percent of total global mobile traffic will be video.”
Young people love short videos. The shorter the video, the more people will watch it, according to research by the American company Wistia. These factors were reason enough for us to use short videos to reach our target group.”
NOS Kort is intended for young people aged 13 to 19. Why did you choose this group of young people?
“We chose this target group because there was no department at NOS that focused on this group. One of the objectives of NOS is to better reach the target group between Jeugdjournaal and NOS op 3. The largest part of our audience is the target group, but there are also enough people who watch our videos who fall outside the target group. They are of course also very welcome!”
Why did you choose Instagram and not another social media channel?
“ Instagram is one of the fastest growing social networks worldwide and in the Netherlands. Many young people are active on Instagram and it is an ideal platform for distributing short news videos. It is also a platform that was still in its infancy a year ago in terms of news consumption. We were the first party in the Netherlands to use Instagram for distributing news with a concept that was specially designed for that purpose.
How else do you hope to gain more followers on Instagram?
"At the time of writing, we have over 30,000 followers. That may not seem like much, but it is quite an achievement for us. We have gained most of those followers through organic growth.
“We got those 30,000 followers largely through organic growth.”
In addition to the right choice of topics and the personal tone on the account, we have involved our followers in the growth of NOS Kort from the very beginning. In this way, we have built NOS Kort together with our audience and we will continue to do so in this way. We also almost always respond to questions or comments from our followers. Children and young people are very open and I think that the personal tone of NOS Kort makes it a brand that young people feel comfortable with. These ingredients have ensured a successful account for over a year now and continuing this also seems to me to be the best way to gain more followers.”
NOS also uses Snapchat. Do you think that is the future?
“We have been testing Snapchat for about four months now . I still find it a challenging platform. Everything we want to make, we have to record with a phone or tablet and has to be published immediately. That means you can’t use external footage. Thanks to Discover, a separate component in Snapchat, there is already more room for journalism in Snapchat. For the time being, we will continue testing on Snapchat with NOS.”