For journalists navigating the ever-evolving digital landscape, embracing new technologies is crucial. Among the myriad of platforms, Snapchat stands out as a particularly intriguing, albeit sometimes perplexing, tool. Initially met with skepticism by many in the field, Snapchat presents a unique opportunity to connect with audiences in a fresh and engaging way, especially in the realm of online content creation.
While the initial reaction to Snapchat from journalists might have been lukewarm, often citing its ephemeral nature and unconventional interface, dismissing it outright would be a mistake. The platform boasts impressive engagement metrics and access to demographics that are often elusive on more traditional social media channels. For those willing to look beyond the surface, Snapchat Online offers storytelling possibilities that are distinct and highly effective.
One of the primary hurdles for journalists approaching Snapchat is coming to terms with its inherent informality. It’s a platform where polished perfection takes a backseat to authenticity and immediacy. Let’s address some common concerns head-on:
- Ephemeral nature: The idea of content disappearing after a short time can feel counterintuitive to journalists focused on creating lasting work. However, Snapchat stories, the core of its content platform, are available for 24 hours, offering a window for audience engagement. Crucially, creators can download copies of their stories or individual snaps, allowing for repurposing on more permanent platforms like websites or YouTube channels. This bridges the gap between ephemeral engagement and archival needs.
- Obtuse interface: Snapchat’s user interface is often described as unintuitive. However, with a bit of practice, navigating the platform becomes second nature. Think of it as learning a new digital language. The initial learning curve is quickly overcome with consistent use, unlocking a powerful suite of creative tools.
- Amateurish aesthetic: Snapchat’s emphasis on vertical video, stickers, and playful text can seem at odds with journalistic professionalism. Yet, this informality is precisely what resonates with its audience. While maintaining journalistic integrity is paramount, embracing the platform’s visual language can enhance engagement and make content more relatable. It’s about finding a balance between informative content and the native style of Snapchat online.
To effectively utilize Snapchat online, it’s important to understand its different facets. Snapchat is not just one thing; it encompasses several functionalities that cater to different communication needs:
- Chat: The original function, allowing for direct, disappearing messages between individuals. This is less relevant for broad content dissemination but can be useful for individual outreach or communication within a team.
- Stories: Collections of snaps (images or videos) that form a narrative and are visible to followers for 24 hours. This is the primary feature for journalistic content, offering a dynamic way to deliver news and engage with an audience online.
- Discover: Curated channels from established brands and publishers like Cosmopolitan, Buzzfeed, and CNN. Discover showcases professional content within the Snapchat environment, often with advanced features not available to regular users. While less directly applicable for individual journalists, Discover channels provide valuable examples of how vertical video and Snapchat’s format can be used effectively for online storytelling.
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snapchat link](snapchat link)
Screenshot depicting a Snapchat Discover story with text and image.
Understanding these distinctions is key to leveraging Snapchat online effectively. For journalists, Snapchat Stories offer the most versatile and accessible tool for reaching a public audience.
Navigating the Snapchat app itself is straightforward once you grasp the basic swipes:
- Upon opening, you land directly on the camera screen, ready to capture a snap.
- Swiping from left to right (or tapping the icon in the bottom left) takes you to the Chat screen for private messages.
- Swiping from right to left (or tapping the hamburger menu in the bottom right) leads to the Stories screen to view and create public stories.
- Another swipe right to left from the Stories screen accesses the Discover section featuring branded content.
While Snapchat Discover might seem appealing, especially due to its professional polish, it’s important to recognize that it operates on a different level, often with resources and features beyond the reach of individual journalists or smaller news organizations. Instead of being discouraged by the high production value of Discover channels, journalists should look to them for inspiration, particularly in how they utilize vertical video effectively within the Snapchat online context.
Similarly, experimenting with the chat feature can be a helpful way to familiarize yourself with Snapchat’s unique communication style and features in a low-pressure environment. Engaging in chats allows you to play with stickers, text formats, and even video calls – features that, while not all directly transferable to Stories, contribute to a broader understanding of the platform’s capabilities.
Discover channels, despite their advanced nature, offer valuable insights into content presentation on Snapchat online. Observing how publications use headlines, story progression (often indicated by image changes), and navigation (swiping up to read a story, swiping left/right to move between stories, and swiping down to exit a publication) can inform your own storytelling approach on Snapchat Stories.
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snapchat Discover Horizontal Video](snapchat Discover Horizontal Video)
Example of a Buzzfeed Snapchat Discover story demonstrating horizontal video integration.
However, for the majority of journalists seeking to build an audience and deliver content online, Snapchat Stories are the most practical and impactful feature.
Snapchat thrives on informality. Its language and user conventions are shaped by a younger, digitally native audience. This makes it particularly well-suited for softer news topics and broadcast-style content, but it’s certainly not limited to these. While the platform excels with lighter subjects, news organizations like BBC News and CBS News successfully utilize Snapchat for political coverage and hard news, adapting their presentation style to fit the platform’s informal tone.
In essence, Snapchat online for journalism often echoes traditional media formats like magazines and broadcast. Two common and effective storytelling approaches on Snapchat Stories are:
- Photo Stories: Sequences of images, both still and short video clips, combined to tell a narrative. This format is visually driven and easily digestible on mobile devices.
- Pieces to Camera: Direct-to-camera video segments where a journalist speaks directly to the audience. This creates a personal connection and is particularly effective for delivering updates, commentary, or explanations.
Both formats are enhanced by Snapchat’s signature features – stickers, filters, and text overlays – which, when used thoughtfully, can add context and visual interest.
Getting started with Snapchat online photo stories is straightforward. Begin by curating a series of images that visually tell your story. Incorporate short video clips to add dynamism and break up static image sequences. Remember, content needs to be captured within the Snapchat app or creatively imported (like photographing a computer screen), and the format is inherently vertical.
Captions are crucial for photo stories. Utilize the text tool (T icon) to add context and information to your visuals. Snapchat offers various text styles:
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bbc captions](bbc captions)
Screenshot demonstrating caption styles used by BBC on Snapchat, progressing from simple to larger, tension-building captions.
- The default text is small, white, and centered on a semi-transparent black bar. Tapping the text icon again cycles through larger, blockier, left-aligned and center-aligned options.
- The blockier text styles also activate a color picker, allowing for text color customization.
- Once you’ve typed and confirmed your text, you can reposition, rotate, and resize it directly on the image using finger gestures.
Beyond captions, stickers and drawing tools can further enrich your photo stories on Snapchat online, adding layers of visual information and personality.
The “piece to camera” format thrives on Snapchat, especially for journalists comfortable on screen. It provides a direct, human connection with the audience. Interestingly, Snapchat has revived the importance of the on-screen presenter in online journalism. While traditional online video often prioritized purely visual storytelling, Snapchat embraces the presenter as a key element, fostering a conversational and personal tone.
To maximize the impact of pieces to camera on Snapchat online, consider these broadcast-inspired techniques:
- Location, location, location: Filming in relevant and visually interesting locations significantly enhances engagement compared to static desk shots.
- Embrace informality: Ditch the overly serious tone and adopt a conversational, approachable style that suits the Snapchat environment.
- Utilize captions: Add textual details, key information, or quotes as captions to reinforce your spoken message and cater to viewers watching without sound.
Keep in mind the 10-second limit for individual video snaps. While workarounds exist to create longer videos, it’s more effective to adapt your storytelling to this constraint. Break longer narratives into sequences of shorter clips, interspersed with images or interview segments for variety.
Interviews elevate Snapchat online content by introducing diverse voices and perspectives. Short interviews add credibility and depth to your stories, moving beyond a single presenter’s viewpoint. CBS News’ election coverage effectively combined reporter pieces to camera with vox pop interviews from voters.
Vox pops, while sometimes criticized for being simplistic, are well-suited to Snapchat’s brief video format, especially for topics like elections where public opinion is central. Captions are essential for vox pops, providing context about the interviewee – their age, location, or stance on the issue.
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cbs bbc voxpops](cbs bbc voxpops)
Examples of vox pop interviews from CBS and BBC on Snapchat, using captions to provide demographic details and summarize quotes.
Beyond vox pops, Snapchat online interviews can feature expert insights or political commentary. You can structure entire “interview stories” by alternating short interview clips with supporting visuals, creating a dynamic and informative narrative.
To delve deeper into mastering Snapchat for journalistic purposes, you can explore further resources like this ebook available for in-depth guidance and examples.
