According to Rajiv Nathwani, BBC One and Two’s social media manager, companies should try to engage with a younger audience by adding value to their social content.
Speaking at a recent breakfast event, the top executive explained that using quality content on BBC One’s Twitter and Facebook news feeds was seen as a key strategy for the broadcaster to tap into a younger audience. With the average age of the channel’s viewers being 55 and over, such action would help to secure the future of the company by keeping it relevant.
Nathwani noted that just promoting programmes was not enough to engage viewers, in much the same way that continually posting only marketing messages to social platforms will not help businesses to keep their customers interested.
The social media manager commented that, instead, the channel focussed on providing content that its followers might value, including snaps from behind the scenes of their favourite programmes and funny captions, with a view to the posts being shareable. In this way, not only are the channel’s fans being engaged on social media, but the brand’s reach will be enhanced through users sharing content with their friends.
Nathwani also mentioned that when creating posts for news feeds, it was vital that the audience is kept in mind, particularly how it interacts with the social platform. By abiding by the specific online community’s rules and how consumers behave on it, brands would be much better placed to tap into their chosen market.
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