Case Study: BBC News engages younger audiences with The Bot Platform

How the BBC are using Messenger bots as a new publishing channel to keep younger consumers informed on the UK political landscape

BBC News worked with The Bot Platform to create a mobile-first Messenger bot as a new publishing channel for younger audiences. The challenge was to keep millennials informed about Brexit and the broader UK political landscape in a format that matched how they already consume news on smartphones.

Using The Bot Platform, BBC News launched a Messenger bot that let users ask questions, browse political updates, sign up for alerts, and read deeper BBC articles. The bot expanded from Brexit coverage to the general election and delivered strong engagement results, with 32,000 people sending messages, a 53% open rate, 90% of messages read within one minute, and a 59% click-through rate on news articles.

BBC News

Mark Frankel

Social Media Editor