No Joke! The Onion Will Soon Debut on Snapchat Discover
The Onion will become one of 20 channels on the Snapchat Discover platform.
If you’re a fan of the satirical news site, The Onion, you’ll be excited to hear that in the coming weeks, they’ll make an appearance on Snapchat’s Discover page (via Digiday).
The launch is part of a partnership with Univision (which acquired a 40 percent stake in The Onion in January). Univision will be responsible for working with Snapchat to create content in collaboration with The Onion. They plan to cover such things as tentpole events, live sports, and the current presidential campaign.
Univision has previous Snapchat experience overseeing Fusion’s Snapchat Discover channel, which reportedly will be removed soon. Isaac Lee (Chief News and Digital Officer for Univision and CEO of Fusion) said the removal of Fusion will not slow the company’s Snapchat momentum:
“Univision will take the learnings and insights developed by Fusion’s Snapchat team and apply them to a wider range of properties including The Root, Univision News, and Univision Deportes. We will continue producing content for My Story and will lend their expertise to Univision as we look to expand our offering on the platform.”
Last year at Social Media Week in Chicago, Eric Munn (Social Strategist, The Onion) explained how his team approaches content creation and audience development:
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