There are multiple elements responsible for the success of NOS Kort. When we started the account, the first 100 followers consisted of colleagues, friends and people who saw tweets from NOS colleagues about Kort on Twitter. Then, 3 important elements were responsible for the growth of the account, after the 100 followers: content, tone and feedback.
1. Content
The success of NOS Kort is partly due to our mix of different types of news videos. Of course we place videos about the most important general news topics, but we also know that you can't do it with that. That's why NOS Kort also makes videos with news in categories such as tech, sports, remarkable and culture and media.
You need the light-hearted videos and topics to tell followers about the serious and heavier news. From our own experience, followers are more likely to drop out if they are constantly confronted with general news videos or videos about repetitive topics. We then see a decrease in the number of likes and comments on videos. The interaction also drops sharply.
Sometimes we also make videos that have little to do with news, but that are necessary to grow the account and take it to the next level. Like this year on Animal Day. We wanted to draw attention russian phone number list to that in an original way. We asked our followers which animal they would like to have their picture taken with. Not everyone has a favorite with which they can take a selfie. We received hundreds of responses and then took a picture of five of our followers with a sloth. The video below is the end result. This type of content is important to NOS Kort as a brand.
Provide context
Various studies (for example by Anna van Cauwenberge, pdf ) show that teenagers especially need context around the news. They don't just want to hear that something happened, but also why it happened and how it could happen. NOS Kort gives substance to this in various ways. We regularly place explanatory videos in our Stories on Instagram and we hold live question and answer sessions in which an expert answers questions from followers about a certain topic.
Followers can also give each other context on topics. That’s why we have a Tuesday Discussion every Tuesday . We pick a statement that fits a current topic and then ask our followers if they agree or disagree with the statement. This gives us new insights into our followers’ opinions and ideas on news topics. In addition, teens can learn from each other’s opinions.