As the world of traditional media continues to change, it was no real surprise that the British news paper the Telegraph announced this week that it was now going to publish content on a daily basis as part of the Snapchat Discover programme therefore allowing the publication to reach younger readers.
It follows publications such as the New York Times who joined the Discover programme earlier this year.
When you swipe through a publication on Snapchat you will see stories interspersed with ads – ads in Snapcat Discover are displayed to users between articles and videos, and revenue is shared with the publisher.
As with other media organisations using Snapchat Discover, there is a dedicated team of journalists from the Telegraph who will be publishing a daily edition from today featuring the Telegraph’s news, politics and opinion – this is scheduled for at 5pm every day.
If anything, it was a surprise that the Telegraph did not launch their Discover publication earlier to reach the 10 million daily users in the UK – in the announcement about the publication it was stated that the the launch was coming ahead of the UK general election which took place this week, during which The Telegraph would be posting frequent updates to ensure Snapchat users have the most up to date news as it happens.
The Telegraph Snapchat Discover Daily editions, will be published seven days a week.
On Snapchat Discover, users can subscribe to publishers, scroll through different articles and pieces, and share stories with friends.
Another publication that launched this week on Snapchat Discover in the UK is Vice. Alex Miller, executive creative director of Vice UK, commented that they were launching Vice UK’s Publisher Stories to coincide with the UK general election to allow the stories and opinions of young Brits be heard.
In the announcement, Nick Bell, vice president of content for Snap Inc said:
We want Snapchatters everywhere to have content that is relevant to them, from trusted media brands. We’re delighted The Telegraph and VICE UK will bring their unique editorial perspectives to create bespoke coverage for our growing number of Snapchatters in the UK.
A couple of other points to note that you could also apply if you are launching a Snapchat account for your organisation. The Telegraph published an article to let people know how they could be found on Snapchat and they included their Snapcode to make it easy for people to find them. They also published an article about their objectives for using Snapchat which you can read here.
You can see a curation of some of the stories from the publication on the Telegraph Discover channel posted on the eve of the election results – I captured the curation on the following morning, the 10 June. Watch it below or here on YouTube.
If you have questions about integrating visual content and video into your communications, you can schedule a conversation with me online here.
Learn more about Snapchat for marketing including reading some case studies here.