Bravo has wide array of programming – ranging from dramatic reality shows like the Real Housewives franchise to competitions like Top Chef to original scripted drama and comedy series including Imposters and Odd Mom Out. In addition, the network has an online content hub (bravotv.com), where audiences can watch full episodes of shows and exclusive videos. With millennials watching 47% less TV than adults over the age of 35 and spending more time online, Bravo developed a number of lifestyle blogs including The Daily Dish and The Feast, that live on their website. Furthermore, Bravo understood that to truly succeed in engaging viewers, it had to expand beyond owned channels and grow its presence on emerging platforms where viewers were spending an increasing amount of time.
In early 2016, Bravo was looking to extend their brand on Snapchat. Snapchat, a social platform on which 74% of 18-34 U.S. smartphone users spent an average 20 minutes daily was no longer an experimental app. It was undoubtedly already a truly valuable platform for audience growth and engagement.
The challenge lay in Snapchat's unique ephemeral, experimental, and edgy new creative that required a different level of production than TV. Without complex equipment, large sets, and even larger production teams, Bravo needed to figure out a way to maintain its shows' quality and voice all while keeping up with the pace of Snapchat content. Bravo was not a Snapchat Discover Partner and would have build their audience from scratch, only using their owned channels and a small paid media budget to capture new Snapchat followers.
Bravo decided to double down, launching its @SnapsByBravo handle in April 2016. SnapsByBravo is an extension of the channel's on-air TV channel and the owned digital presence. Fans can follow SnapsByBravo on Snapchat to get exclusive behind the scenes footage, sneak peeks, talent takeovers, relevant pop culture stories and more. Weekly, the account drives tune-in for new episodes and traffic to bravotv.com. Bravo has embraced the interactive platform to engage fans with fresh content daily and push creative boundaries.
Content highlights include:
Behind the Scenes & Talent Management: Bravo HQ is a hub for talent interviews and when our network's stars visit the office, there's an opportunity to give fans exclusive behind the scenes access on Snapchat. Our interviews with the cast members provide fans with a deeper dive into story lines and juicy gossip that they can't get elsewhere. With access to life on set and show events, we're also able to give fans sneak peeks of future episodes and bring them onto the red carpet. By incorporating subtle branding for each show, we're able to drive fans to tune-in while maintaining the personal, relatable feel of Snapchat content.
Around the clock production: Bravo produces content across both NY and LA teams, ensuring the channel runs in primetime across coasts.
New age community management: Community management on Snapchat is more than replying to messages. Leveraging Snapchat tools like screenshotting (screenshot to vote, screenshot to write in your answer and send back) and sponsored geofilters for engagement has given fans a new way to interact with their favorite actors and shows.
Watch the clips here: http://bit.ly/2lTUGOX
Bravo's Snapchat uses best in class analytics for the platform. Extending beyond the basics of Snapchat-provided metrics, we were one of the first brands on Snaplytics, an in-depth dashboard for tracking Snapchat performance. Snaplytics technology has evolved with our channel, adding features such as competitive monitoring, content tagging, and industry insights/ benchmarks to help boost our understanding and improve our performance.
Since launching on Snapchat in April 2016, our completion rate remained above 90% beating the 85% benchmark for broadcast and entertainment on Snaplytics. Similarly, with the average number of opens at 25K, we have far surpassed the industry benchmark of 8K.
