20 Minuten tests a new form of storytelling
Tamedia is launching a trial of a new storytelling format on 20 Minuten in German-speaking Switzerland, effective immediately, which gives users more control and opportunities for interaction. The new format was developed by an internal project group during a workshop organized by the venture capital firm Matter VC in the U.S.
In the newly developed storytelling format of 20 Minuten, the focus is on user-centered design: The articles are no longer presented in a linear fashion, but as so-called "storycards" through which the user can easily navigate and determine for themselves which elements of a story they would like to consume - be it just a summary of the article, individual videos or images. Another key factor is the increased user involvement, for example by means of a new rating function in the form of emojis or by making it even easier to share articles on various social channels. In addition, logged-in users can follow the activities of their colleagues and thus interact with each other even more.
During the three- to four-month test phase, two to three articles will be produced daily in the new format. Distribution will be exclusively on the 20 Minutes app and on the mobile web. In addition, there will be a teaser or post on Facebook, Instagram and Snapchat for each story.
A key element of the experiment is the direct involvement of users in the final design of the format. The new offering is to be continuously improved by means of regular online surveys and AB testing. If the new storytelling format meets with a positive response from the defined target group, it will be implemented in editorial processes throughout Switzerland in the long term.
Marcel Zulauf, page maker and member of the editorial board of 20 Minuten: "With the new storytelling format, we are responding to the changes in user behavior and the associated increased demands in the user experience of digital products. Our digital offering in particular is attracting less and less attention from the youngest target group. We want to change that and make 20 Minuten online even more attractive for very young users."
Tamedia on Matter's Design Thinking Program
The new format was developed by an internal team as part of the "Design Thinking" program of the venture capital firm Matter VC in New York and San Francisco. Marcel Zulauf (page creator and member of the 20 Minuten editorial team), Selina Egger (Project Manager Ad Marketing) and Mike Herter (Head of Innovation, Social Media Advertising & Strategic Projects) pursued the goal of developing a new product or format that is tailored to the young target group of 14- to 19-year-olds and is intended to bind them to the 20 Minuten media brand in the long term.
The cooperation with Matter VC was personally initiated by Pietro Supino, publisher and Chairman of the Board of Tamedia. "The idea of a cooperation with Matter VC arose during my stay in Silicon Valley two years ago. I am extremely pleased that the collaboration has borne fruit in the form of this innovative storytelling format, and I am eager to see the results of the test phase," Pietro Supino said in a statement.
In summer 2016, Tamedia was the first non-US company to enter into a partnership with the media venture capital fund and start-up accelerator Matter. Matter VC, based in San Francisco with a branch office in New York, invests in media start-ups and supports them with expertise and access to the network of participating media companies.
