Newsletter

UK media brands expand presence on Snapchat

Tim Maytom

Snap has announced it is significantly expanding the amount of content from UK creators on its app, with a number of the UK's largest media brands signed on to populate Snapchat's Discover page with short-form video.

Over 25 series from 17 publishers will be launching on Snapchat, with new additions including Fake or For Real from The Guardian, Hotspots from Sky News, and Most Expensivest from Vice. The new shows aim to expand the selection of local content available via Snapchat's Discover section, which already features Publisher Stories from well-known UK brands including The Telegraph, The Sun and The Economist.

As Shows, the new content will be easier to find, with dedicated profile pages for each Show where Snapchat users can access all available episodes and seasons. Shows will include six-second non-skippable ads, which advertisers can purchase through Snap's self-serve platform.

"We are delighted to be expanding the range of premium content on our platform and welcoming more of the media brands Snapchatters in the UK and beyond know and love," said Rami Saad, head of international content partnerships at Snap. "Our priority is to provide Snapchatters with a personalised experience that features a diverse mix of credible, local voices alongside some of the best content creators from around the world. We are also excited to help our partners build their brand with a highly engaged, global audience."

The shows span a range of entertainment, lifestyle, news and sports content, all cut in the vertical, full screen format for a mobile native experience. They will average five minutes in length, and will include a visual style inspired by Snapchat, with motion graphics, split screens, quick cuts and more.

"The Guardian's Fake or For Real is a unique and innovative show that challenges viewers on their preconceptions about current news," said Anna Bateson, chief customer officer for Guardian News & Media. "It drives a high amount of interest and engagement, and we're delighted to be bringing it to Snapchat and delivering our journalism to a wider audience on this exciting platform."

Since launching in 2015, Discover has expanded to over 100 partners globally, and in Q3 2018, Snapchat's current slate of 21 Shows reached a monthly active audience of over 10m viewers. Time spent watching Shows on Snapchat has more than tripled since the beginning of the year, and the US shows are already attracting users in the UK, where advertisers have been able to reach 5m users with a 28-day campaign.

"We're happy to be partnering with Snapchat to showcase our brand new digital series Hungerlust, celebrating local dishes from around the world and the passionate people behind the food," said Mike Fox, chief marketing officer for Culture Trip. "At Culture Trip, we're focused on telling stories that capture what is unique and special about places, people and cultures. Snapchat Stories provides an ideal platform to help get our creative video content in front of a curious, inspiration-hungry audience."

YOU MAY ALSO BE INTERESTED IN