Snapchat Discover was pitched as a highly curated collection of media, an antidote to the anything-goes-approach of an open platform like Facebook that ends up devolving into a viral sameness as publishers chase clicks. Surprise, Snapchat Discover has slowly been infected by the same viral-sameness bug.
Barstool Sports’ lewd content may not work for everyone, but for a core group of self-described “stoolies,” the site brings back droves of sports fans. Now it’s hoping its crass but funny videos can find an audience on Snapchat.
Tasty, where viewers can see trendy recipes presented in a short amount of time, has averaged a total of 2.3 billion views every month on every platform since its launch in 2015, and Nifty, which provides helpful how-to guides and DIY tips, has reached nearly 32 million people every month since its launch. With the success of those two brands, it makes sense for them to join BuzzFeed in the Discover section of Snapchat as their own channels.
After launching a weekly show on Snapchat Discover last September, NBCUniversal’s E! News unit plans to do more original programming there in 2017 — including one-off specials centering on major awards shows.
One of Snapchat’s most prominent original series partners is a Venice, California-based media startup founded by a scion of the Murdoch media empire.
Earlier this week, Snap greenlit an eight-episode unscripted comedy series from Vertical Networks, a mobile-focused media startup from Elisabeth Murdoch, and production studio Avalon.
Peter Hamby, the former CNN reporter turned Snapchat’s head of news, told NiemanLab, “The most effective journalists on Snapchat are the one’s that treat it as its own distinct platform.” After six weeks looking at 8,383 Discover stories, attempting to cross-reference about a quarter of those with outlet websites, the author agrees with Hamby.
This weekend, four more publishers in France — Vogue, MTV, L’Express and Society — are joining Snapchat Discover, increasing the number of media partners there from eight to 12.
Until now, all eight French Discover partners have published daily stories. Of the new slate, MTV will publish daily editions, L’Express will publish a weekly edition covering news and current affairs every Friday, and Society will publish an edition featuring several long-form articles every Sunday. Vogue will publish editions every Saturday, Tuesday and Thursday.
Yet both moves may be solutions in want of a problem. While a small number of Snapchat’s Discover publishers lean heavily on titillating or sexually oriented content, few have made it a staple. Instead, the chief issues advertisers have with Snapchat remain the high cost of its inventory and a lack of audience data.
Bleacher Report U.K. has experimented with hundreds of different formats on Snapchat Discover over the last two years. The upshot: Don’t get too comfortable.
Football is the main focus for the publisher’s U.K. and international Discovers (the U.S. now has a separate channel), meaning there is an infinite stream of updates either relating to matches or football culture, around which the team can create content. Here’s what Bleacher Report has learned.
Hungry Hearts with Action Bronson will debut later this year
A Snap spokesperson said that Snap’s focus is to work with TV networks and studios on video shows while working with print and digital publishers on publisher stories. Both are vital formats, as Snap has also grown the number of Discover channel partners to more than 70 globally.
In addition to the growth of subscribers, the reset has doubled to quadrupled the number of daily unique users and completion rates that track how many consumers flip through all of an edition’s content has doubled. All told, the new strategy has increased Nat Geo’s revenue from Snapchat by 58 percent through a revenue-share program that splits ad money between Snapchat and Nat Geo.
Snap has been talking up its “Snapchat Shows Initiative” to ad agencies as the company looks to bring more exclusive programming to its Snapchat Discover media section, according to multiple ad sources.
For three weeks, Adweek tracked 53 campaigns within Discover, the section of the app where marketers run short video ads alongside content from publishers, and we found that 36 of them (or 68 percent) prompted users to take an action by swiping up on the screen. The other 32 percent were Snapchat’s standard 10-second video ads.
Since late July, Snapchat has added a number of publishers like BuzzFeed, Mashable, Refinery29 and Tastemade that not only sell ads but also make them, spurring brands like Coca-Cola, Dunkin’ Donuts and TV network Pivot to opt for ads that are more native to the mobile app’s vertically oriented environment.
Snapchat Discover And News
Starting this month, GQ, Wired and Self will begin publishing weekly editions to Discover, the section of the app where 20-something publishers crank out mobile content.
Forbes is using Snapchat to reveal part of its “30 under 30” list of 600 influential entrepreneurs, marking the first time the publisher is releasing one of its major franchises on a social network ahead of its own property.
Since launching on Snapchat Discover in January, the publisher has connected with the platform’s much-coveted younger audience.
VG has a team of six dedicated to creating the Snapchat daily editions, which go out at 7 a.m. local time and cover sports, entertainment, celebrities and news. While many English-language partners jostle for space on Discover, VG’s clear differentiator is its local coverage.
The New York Times is the latest publisher to join Snapchat Discover—the section of the app where media brands including the Daily Mail, CNN and Bleacher Report crank out daily editions of articles and videos that disappear after 24 hours.
Led by deputy managing editor Cliff Levy, The New York Times will publish five times a week—from Monday to Friday—with content from Morning Briefings, its daily roundup of stories that is published at 6 a.m.
The Times is keen on building the publication as a daily habit and sees a parallel with Snapchat, which is also habit-forming with its users. The Snapchat edition also checks other boxes the Times has identified in its recent internal report, “Journalism That Stands Apart,” as important goals: being more relevant to younger readers, doing more visual journalism, being less stodgy.
Unlike other Discover partners, The Washington Post plans to be a source of breaking news content on the platform, which means posting new editions multiple times a day, every day. The number of times The Post publishes to Snapchat Discover will depend on the news cycle, but it’s expected to roll out new content at least twice a day within its daily edition
Snapchat Discover is notorious for its Kardashian content in the U.S., but in France, Snapchat Discover has become a tool for French voters seeking clarity and information on the fast-approaching national elections. Interestingly, Snapchat is taking a lead role in creating political content.
With France’s national elections around the corner, Le Monde is turning to Snapchat Discover for its battle against fake news. On Snapchat, their approach is more educational, with Le Monde’s Discover team doing explainers and guides on how not to be fooled by fake news.
Since the election was announced on April 18, The Sun has created up to three snaps a week on the election. These include the top things to know about the main political parties, how to register to vote, a poll asking if people plan to vote, content about whether millennials will decide the election (featuring influencers like Zoella who have been tweeting about it) and Brexit’s impact on summer holidays. The publisher plans to go deeper on election content when each political party publishes its manifesto.
In less than a month, over 29 million unique viewers have already watched “Stay Tuned,” NBC News’ daily Snapchat Discover show, Axios has learned.Here, they explore why it matters.
Snapchat this morning announced a deal with a select group of student newspapers across the United States in a bid to continue reaching young audiences and distinguish itself from other platforms.
By putting mobile-native news adjacent to messages from friends, Snapchat could be helping create part of the low-friction news experience many want and need.
The entertainment news site will release a weekly Publisher Story on the platform
Last week marked the end of the Premier League football season, and, with it, the end of “Saturdays are Lit,” the weekly Snapchat Discover show from youth-focused football publisher Copa90 and Bleacher Report.
Copa90 started the show in September, distributing it on Bleacher Report’s Discover channel. Across the 36 episodes, “Saturdays are Lit” attracted 49 million views globally, with each episode notching views in the millions and some interactive tiles prompting half a million screenshots.
Every publisher is figuring out what to centralize. Condé Nast is breaking down some of the walls that previously existed between its international editorial teams in order to better create content for Vogue Paris and British Vogue, publications that traditionally have operated very autonomously.
That’s meant a centralized six-person Snapchat Discover team in London, with producers and interactive designers creating Snapchat content for Vogue Paris, which launched a month ago, and British Vogue, which debuts today. The team is led by Vogue International Snapchat editor Sarah Schijen.
Snapchat Discover and TV
James Corden has spent the past two years dominating YouTube with his Carpool Karaoke segments. Now the late-night host is ready to tackle another digital platform: Snapchat.
The Late Late Show host is partnering with Snap Inc. to create a new digital series for Snapchat’s Discover platform, which will debut this fall.
Fans of popular BBC travel documentary Planet Earth II will be able to watch mini-episodes of the series via Snapchat’s Discover section the day before they air on television, starting Feb. 17.
On Aug. 12, the NBCUniversal-owned E! will debut a new show on Discover called “Ask Kylie.” “Ask Kylie” will have the Kardashian sister answering fan questions on topics ranging from online bullying to family drama to her cosmetics empire. The show will be a companion to the “Life of Kylie” reality TV series, which was set to debut on E!’s cable channel on Aug. 6. “Ask Kylie” will have six episodes lasting three to five minutes and will air weekly on Saturdays leading into new episodes of Jenner’s TV show on Sundays.
Social media juggernaut Snapchat announced new original content that will be available for viewing on its Discover platform this fall. One of the upcoming entries will be the platform’s first daily news show, which will be produced by NBC News. Like other Snapchat shows, the daily news program will be 4-5 minutes in length
Snap wants Snapchat Discover to be more like TV — and longtime media partners, as always, will be expected to adapt.
The next-generation television company may be in your pocket. Snapchat, once pegged by the public as a social-messaging app and recently self-declared camera-based platform, is actually starting to look more and more like TV for young viewers who prefer smartphones over flat screens, industry players say.
A&E has became the latest network to partner up with Snap Inc. to produce original content for Snapchat.
Second Chance is the first unscripted show produced by a network for Snapchat that is not based on an existing television brand or franchise. It’s set to premiere on the platform in April.
Snapchat Discover has quickly become the newest home for reality TV and other nonfiction video series.
Of the 22 Snapchat shows that have premiered since last fall — when Snap ramped up its shows initiative in earnest — almost all of them have fallen within the unscripted, reality TV or news genres.
After spending the past year making deals with almost every major TV media company to produce original series for Snapchat, Snap Inc. is now getting into business with entertainment studios as well.
MGM Television will be the first major entertainment studio to develop and produce original series for Snapchat’s Discover platform, the companies announced today.