Jenn Molina
Jenn Molina 9 June 2016

How Can Publishers Successfully Integrate Snapchat into Their Video Strategy?

Most publishers focus their social video strategy on Facebook, however, if you are targeting millennials, Snapchat just has to be on your radar.

Did you know that Snapchat now racks up a whopping 10 billion views per day? That’s up from 8 billion in February of this year, and the bulk of that activity comes from millennials. The opportunity to engage a young audience is high with Snapchat, but it’s a different beast than other social networks.

Snapchat for Publishers

While Snapchat touts a brand-centric publishing platform with its “Discover” feature, it is currently limited to only 19 major outlets (like BuzzFeed, Vice, CNN, etc.) Content on “Discover” is served up in a way similar to more traditional media – with ads between video clips and images. But Snapchat’s deep appeal isn’t found in that classic format, rather it’s in the unique modes of storytelling and communication available to all who use the platform.

Publishers who aren’t part of “Discover” can still make powerful use of Snapchat in growing their audiences. Here are a few things to keep in mind as you make your way with Snapchat:

Think in real-time

Are you covering a breaking story? Or a live event (like a sporting event or fashion show)? Real-time content is perfect for Snapchat. You can snap out videos from the scene giving your followers an at-that-view of events as they unfold. Inside, immediate access carries a lot of value for audiences on Snapchat.

Be light-hearted

Snapchat is a casual platform by nature, and users turn to it for fun and humorous content. Even if your voice is highly professional, Snapchat is where you can cut loose, with jokes and off-the-cuff content.

Go behind the scenes

Audiences on social always enjoy a look backstage, and Snapchat offers an easy way to take them there. The short, casual format means you don’t need to plan something flashy or buttoned-up. Instead, you can be playful and offer your viewers at what goes on behind the scenes at events, news sites or even at your offices – as long as it helps you to stand out from others.

Focus on your Snapchat “Story”

Center your efforts around your Snapchat “Story” (a way to offering a piece of content to your followers to be viewed at-will, as many times as they want, for a 24-hour period). Your “Story” gives you the opportunity to always have a variety of content ready for your followers. Keep it diverse, with some variation between “live” moments and clips that flesh-out your brand character or drive viewers to the primary content on your website.

As with any social network, pour your energy into creating original, standout content. And remember to try to have fun, because that’s what users are looking for on Snapchat.

Paul Martin
Paul Martin

Dear Jenn ... wholeheartedly agree with you. Just last week I published my thoughts on why I believe Snapchat will change the game for consumer services publishers ( Please keep in touch to share thoughts.


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