Slides by Alan Strange for newsrewired on 20 July

1. Sky News on
Snapchat Discover

2. Reaching a new audience
More than 50% of the British 18 to 34 year-old smartphone users are Snapchatters

3. 4 ways we measure success on Discover
1. Loyalty – users who return to the edition 5 times out 7
2. Completion Rate – how many users complete the entire edition
3. Swipe Rate – how many users swipe to an article or video
4. Time Spent – average time spent on top snaps and longform

4. Sky News audience on Snapchat
• Mostly male
• Biggest age group is 18-35 (more than 60% of UK
Snapchat users are 18-35)
• But each edition can have its own unique
demographic, based on front page story

5. Vertical video is no longer an experiment

6. Improving Completion Rate
… get past the first 3 snaps and users tend to stay …
Old style
Slow loading snaps at start = big drop off
Redesign
Redesign uses stills & headlines = higher completion rate

7. There’s a big audience for breaking news
Brexit special edition had biggest audience (2x avg)
Saw most time spent, most watched, most shared