Why is NOS on Instagram?

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little over three years ago, I started a new brand for teenagers at NOS: NOS Kort. The concept – short news videos for teenagers on Instagram – was the result of research I had done. During an internship at NOS, I investigated how the organization could reach teenagers (13-19 years old) with short news videos. In September 2014, I started working on the implementation of the concept and have been working on it full-time ever since. In this article, I share the most important lessons from 3 years of NOS Kort.


NOS is a task broadcaster. This means that the law states what NOS must do . In short: ensuring an independent news service and its distribution in the Netherlands, via all available media. Reaching teenagers (the target group between Jeugdjournaal and NOS op 3) had not yet been successful in 2014. That is why I focused my research on this example of whatsapp number in philippines target group.

Organic growth
Today, NOS Kort , with currently 205,000 followers (as of 12-12-2017), is the largest Dutch news account on Instagram . Every week, our messages are viewed 7 million times and followers post thousands of reactions. We are especially proud that the account has grown organically.

We did two paid posts, but that turned out not to be the way we wanted to grow the account. With a paid post, we mainly got new followers who liked the video of that post, but sometimes they weren't enthusiastic about the other content of the account. That's why we mainly want followers who are fans of the entire account! We think we can do that by growing organically.



Also cool: conversations with parents show that teenagers, by following NOS Kort, suddenly have complicated news topics at the breakfast table. Teachers regularly tell us that our videos are also used to make current affairs tests. With NOS Kort we have managed to make something cool of the NOS as a brand, for a target group that was previously difficult to reach.