CNBC’s core audience may be business executives, investors, and other financially affluent decision-makers, but that doesn’t mean the network isn’t chasing other key audiences, either. In a bid to get a more of those other audiences watching its videos, the network’s digital arm CNBC Digital has launched a new series that presents financial tips and advice in a relatable manner.
Hosted by CNBC reporter Landon Dowdy, “Young Money” is all about helping people, especially younger millennials who aren’t likely to think about long-term financial planning. Challenges the series will tackle include getting past student debt, buying a first home, and retirement planning. To get in the millennial mindset, the show is shot in a way that feels right at home on YouTube and social video.
“Millennials have always been a demographic we’ve wanted to extend a deeper focus to, and it’s something that I’m really passionate about because I can relate,” says Dowdy, adding that the goal of the series is to “relate to people” her age, and by shining a light on different types of financial mistakes, help them prepare for a better financial future.
Social media will be a core focus, as CNBC will also distribute the series via Facebook and Twitter, spurred on by recent success on those platforms, according to Michael Senzon, executive producer of the series and CNBC Digital Video. “For this series, we’re focused on the social/mobile audience and the sweet spot in terms of length on these platforms seems to be shorter videos,” he says. “We’ve seen tremendous growth by producing shorter clips, and in January, we had our best month ever for video views on social — 3.4 million across both Facebook and Twitter.”
News organizations are increasingly looking to social networks, and especially Facebook, as a way to find and engage with new audiences. And this spans both old and new news brands, as both ABC News and The Young Turks now have original series exclusively on Facebook.
Overall, CNBC is witnessing 30.9 million video starts across all of it distribution points, says Senzon.