SnapChat has become a major player in the social media world, revolutionizing the way people communicate with each other and engage with content. As with any major tech platform, SnapChat has responded to user needs and wants by creating new features and services that come together as a part of the overall SnapChat experience.
One such service, SnapChat’s Discover Channels, provides users with social media content hosted by major media partners like ESPN, Vice, Discovery, and BuzzFeed. Until recently, little was known about how these media partners produced content for SnapChat’s Discover Channels.
However, a behind-the-scenes look has given us insight into one of the most successful new content services available. This article will take an in-depth look at how SnapChat’s Discover Channels are produced, from the production process to the promotional strategies media partners use to promote their SnapChat stories and reach a larger audience.
History of SnapChat Discover
SnapChat first launched its Discover feature in 2014 as a platform for media partners to distribute their content, such as articles, videos, and more. At first, the platform operated similarly to social media platforms—content is delivered as push notifications and automatically refreshes in each user’s app.
SnapChat Discover initially featured 13 media partners, including BuzzFeed, ESPN, Comedy Central, and Vice. Over the following years, SnapChat added a variety of content, including live stories and long-form video series. By March 2017, the number of media partners on SnapChat Discover had grown to 28. Content is organized according to each user’s individual preferences and interests.
Production Process
When media partners produce content for SnapChat Discover, they must create content specially designed for the platform. They also aim to promote this content through various strategies and platforms. The production process can be broken down into the following steps:
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Brainstorm Ideas: Media partners must brainstorm ideas and be able to quickly respond to trends and popular topics.
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Create the Content: Content creators produce creative and unique stories, articles, and videos. The content must be tailored to the interests of the stories’ target audience, as well as to SnapChat’s parameters.
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Optimize Content: Content must be optimized for vertical viewing and limited real estate on users’ screens. The content must also be localized to SnapChat’s guidelines and must meet SnapChat’s advertising policy.
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Publish Content: Once the content is appropriate for the platform, it is uploaded to the SnapChat servers. The media partner is then responsible for promoting their content and ensuring it reaches the desired audience.
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Track Performance: SnapChat’s analytics tool allows media partners to track the performance of their articles, videos, and other content, helping them gain insights into which stories resonate with their target audience.
Promotion Strategies
To ensure their content is seen by users and reach a wider audience, media partners use a range of promotional methods. This can include:
• Posting to other social media platforms: Content is often posted on social media platforms like Twitter and Facebook to drive attention to the SnapChat Discover story.
• Traditional media: Media partners often use traditional media platforms like television, radio, and print to drive traffic to their stories.
• Influencers: Media partners also use influencers to spread the word about their stories. Typically, influencers will post a link to the story on their SnapChat story and use hashtags to get it noticed.
• Integrated marketing: To maximize reach and increase engagement, media partners use integrated marketing campaigns that combine multiple promotional channels.
• Paid promotion: Sometimes media partners will pay for advertising campaigns on SnapChat to promote their content
SnapChat’s Discover Channels have become a key component of the SnapChat experience, giving users access to content from their favorite media partners. This behind-the-scenes look has given us insight into the production process and promotional strategies used by media partners to create and distribute content on SnapChat Discover. With the right strategies, media partners can reach larger audiences and keep users engaged with entertaining, timely, and relevant content.