MSNBC and NowThis have officially launched their two new Facebook shows. “Sound Off” appears early in the morning and focuses on a breaking news story. “Face Palm” comes around late afternoon and features a shocking or weird item from the news cycle.” Friday’s “Face Palm” featured a bit about some thieves who butt dialed their way to being caught by the police.
It has about 59,000 views and 300 shares. A “Sound Off” video about medical marijuana for pets has around 124,000 views. MSNBC and NowThis also plan to produce content specifically for Instagram and Twitter though there are no announced launch dates.
MSNC President Phil Griffin said in a statement that:
If we’re serious about reaching younger audiences where they are, we have to create content in the formats that work for the platforms where they live. And we also must seek out other partners and content creators who are experts at doing this, and share our interest in compelling storytelling and innovation.
Most news networks are moving towards platform specific content. Fusion has a Snapchat and Instagram series and CBS launched CBSN for streaming the news.
What’s sort of hysterical about the MSNBC content is how it’s tailored for millennials (one segment is called ‘Sorry, environment,’ which sounds like something Xanthippe from “Unbreakable Kimmy Schmidt” would say). CBSN is producing content just for streaming, sticking to their brand, and it’s the number one news network on Roku.
It could be more useful in the long run to not pose on Facebook. Young people aren’t hanging out there anyway, as digital first news orgs like Fusion know. NowThis and MSNBC should reel it in if they want people to share and like their content. Two out of three isn’t bad, of course. They’re in the right place, with a great partner. But the tone is all wrong.