To remain relevant to a younger, mobile-first audience, Bravo & Oxygen embraced a new content strategy on Snapchat. The goal was to create content that felt authentic to the platform, connecting with Gen Z & Millennial viewers where they already were.
They achieved this by developing a content model focused on cultural agility & platform fluency. For Bravo, they launched "Reality Bites," a series that used quick, GIF-style edits, bold confessional moments, & meme-able content to highlight shows like Vanderpump Rules & Below Deck. This captured the fast-paced, conversational tone that Snapchat users love & encouraged active participation.
Oxygen's series, "Oxygen Obsessed," focused on the popular true crime genre. They optimized content for vertical video & tap-through engagement, creating suspenseful episodes that were perfectly suited for quick, mobile consumption.
This strategic shift led to impressive results. The new approach boosted Snapchat story retention rates by 42% & generated 2.4 times more shares. Bravo's weekly channel subscriptions jumped by 70%, & a top-performing Oxygen Obsessed episode reached 1.6 million views. The content also included integrated calls to action, which led to a direct increase in streaming tune-ins.
A key to this success was a predictive content calendar. This calendar strategically timed content releases to coincide with new show premieres, trending audio, & cultural events. This approach transformed their social media from a reactive feed to a series of planned, impactful cultural drops. Ultimately, this strategy significantly enhanced engagement & established a new model for authentic, platform-native storytelling.
