Harmelin Digital Contributor: David Adams
In order to compete with the rapidly growing popularity of Instagram Stories, Snapchat is working with various media companies to bring high quality content to the Snapshot Discover section of its app. These shows will include programming from MTV, Vice, NBC, and more, as well as, originally produced material from Snapchat themselves. This section of Snapchat will operate more like a TV with a huge selection of stations than a social media app.
What this means for marketers: Having high quality original shows on Snapchat Discover creates an exciting new medium for entertainment companies to develop content that will engage users in unique ways and provide a level of interactivity that isn’t available in traditional digital video. Snapchat will be offering up opportunities for advertisers to be aligned with top quality programming. As a sponsor to these shows, advertisers can build custom branding experiences that follow along the show and create a consistent narrative as the user follows each episode.
Another advantage will come from the compartmentalization of this content. Shows will be available in formats such as cooking, comedy, reality and more. Harmelin will monitor Snapchat Discovery and will recommend this opportunity for clients to run across the content, as well as, the channels that make the most sense for their brand.