“Everyone in the news industry is trying to decide what to do on chat platforms. We’ve run experiments since 2014 at Nyt.fi”
So, what have we learned? Here’s a few bullet points to summarize:
- Have a distinct editorial voice. People don’t want to chat with a dull institution — not even if it slaps emojis on its messages.
- Have a distinct form, like a daily digest or a morning comic. Just don’t send random headlines as chat messages. That’s weird.
- Offer a service. People love asking you questions. Answer them. If you go for scale, you might need bot help, but bots alone don’t cut it. Using only them puts your editorial voice in danger.
- Build a community. Take what people send you and make something of it. Send it back to other users or make articles about it. People love getting noticed.
- Don’t do just breaking news. No-one likes a chat friend that spits out wire flashes. Offer insight and context but format it as a message.
- In general, be that awesome friend that always has great tips and helps you understand whats going on around you so that you don’t need to.