NBC is taking “Stay Tuned” to Instagram, but it won’t be launching on IGTV. The company has decided to keep its news-driven series, which originally launched on Snapchat, off of the new video platform and instead launch the content via Stories and regular posts.
According to Axios, which first reported on the news, the show will air twice daily on Instagram Stories shortly after they post to Snapchat. While the series itself will post to Stories, NBC will use Instagram posts to share behind the scenes photos and videos.
“We’ve been pleased that Stay Tuned has found such a loyal and large audience – the vast majority of which are under 25 – on Snapchat. And we think there is a genuine opportunity to build on that strong foundation that the brand found on that platform to new ones, like Instagram’s audiences,” said an NBC spokesperson.
According to the report, NBC has been waiting to launch “Stay Tuned” on other platforms until its exclusivity contract expired with Snapchat this year. The company also plans to start adding video to a recently-launched YouTube channel for the series where it’s posting extended cuts of interviews and features that don’t make it on the show.
NBC didn’t provide any detail on why it decided not to experiment with IGTV. It may be that the platform is too new and the network isn’t willing to invest time in it when it already has the opportunity to reach over 400 million DAUs on Instagram stories. Either way, it’s obvious that NBC sees Instagram as an opportunity to reach a wider audience. Now the company will see if it can gain the same momentum on Stories as it did on Snapchat’s Discover section, where it attracted more than 29 Million viewers shortly after the first month of its debut episode.