Snap Out of It: TV Might Look Like Snapchat Sooner Than You Think



Our golden age of television increasingly features few or no ads.

Publishers face an interesting road ahead as Snapchat Discover enters the We Make Original Content, Too! Hunger Games. There’ve been vocal skeptics, but the platform is pushing forward.

Discover launched in January 2015, and has since been a home for daily magazine editions from partners like CNN, Cosmopolitan, BuzzFeed, and ESPN. Now the company wants shows curated specifically for Discover. And while it’s not clear whether they plan to create a dedicated area within Discover for them, the opportunity to monetize looms on the horizon. Let’s review.

Snapchat today…

The platform’s been adding more and more creative layers since its launch in 2011: quirky filters, geofilters, and Spectacles to name a few.

Then last summer, Snap (parent company of Snapchat) approached Hollywoodstudios asking for short-form shows for Discover. This resulted in a video series from E! titled “The Rundown” and an offset of BBC’s “Planet Earth II”. Snap’s now looking for more partners: MTV, Comedy Central, and ESPN created original pilots, and others are in the process of pitching ideas.

In a move that should surprise no one, Mark Cuban’s changed his mind about the platform. At this year’s SXSW conference he raved that Snapchat is the “new TV for teens and young adults.” He also praised the company for finally going public, rather than waiting and raising funds from private markets.

What’s Next…

Discover’s advancements mean real-time updates and educational information are front and center. Publishers continue to push content, while other media outlets look to join. In February 2017, The Washington Post announced their new daily Discover edition.

The Post became the first media partner to provide multiple updates each day, seven days a week. They have plans to take users behind the scenes for national and worldwide coverage. (Now This, Harper’s Bazaar, Vulture, The Dodo, and even The Economist have joined, too.)

Our golden age of television increasingly features few or no ads — think HBO, Netflix, Amazon. Snap is offering brands a way to get back in front of people and associate themselves with quality content.

More insight on Snapchat…

If you want to hear what marketing experts are predicting for Snapchat, you can read our article “20 Marketing Experts Predict the Future of Snapchat in 2017” on SMW News.

We also heard from Big Spaceship’s SVP of Social Media, Victor Pineiro, at #SMWNYC explore how teens’ relationships with top social platforms have shifted in recent years, and why Snapchat is so popular among teens. And if you want to learn more about Snapchat Discover, the GM of Sweet took the #SMWNYC stage to discuss his team’s process and thoughts on Snapchat and the Discover content experience.

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