Snapchat Shows – How Snapchat Discover is Transforming Social Media

Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video

Last updated: November 13, 2017

Snapchat’s Discover section is unique. For the unfamiliar, Discover is made up of daily content produced by professional publishers (think CNN, ESPN, NatGeo, People, New York Times, etc.), exclusive to Snapchat. The content, just likes Snaps themselves, is only available for 24 hours. But Snap, Inc. has a bigger vision for Discover: Snapchat Shows.

Before we dive in to Snapchat Shows, think about the video content you consume on mobile. Twitter is full of GIFs, Instagram is full of memes, Facebook is full of “viral” or political content, YouTube is full of garbage. Yes, you can find great video content on all of these platforms. But Snapchat is aiming to be the premiere hub for mobile video, and their approach is truly a unique one.

planet earth 2 snapchat show

It was recently reported that Snapchat is looking for a head of brand integration to develop more branded Snapchat Shows. As we can see, Snapchat is going all in on original content.

Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.

As of now, there are over 30 Shows on Snapchat or in development for Snapchat. Here are some:

  • The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
  • The Rundown from E!  (NBC just announced this gets 8 Million viewers/episode)
  • Good Luck America – A Snapchat original show (episode one of the new season had over 6 million viewers)
  • Game Day – A weekly show on Saturdays during college football season – by ESPN
  • The Voice – Additional, exclusive content from the network hit – by NBC
  • The Tonight Show Starring Jimmy Fallon – Additional, exclusive content from the late night show – by NBC
  • Saturday Night Live – Additional, exclusive content from the comedy sketch show – by NBC
  • Hungry Hearts with Action Bronson – A reality show about dating – by VICE
  • Second Chance – An unscripted reality TV drama series – by A+E
  • Phone Swap – New original dating show from Vertical
  • Winter Olympics 2018 – Snapchat and NBC announced a partnership for the event
  • “Ask Kylie”, a new show hosted by Kylie Jenner
  • NBC’s “Stay Tuned” has 29 million viewers in first month
  • CNN is launching a news show as well
  • Phone Swap gets 10 million viewers per episode
  • Snap just announced a partnership with NBCUniversal and Donut for a new scripted series
  • SportsCenter (arguably the highest profile Snapchat Show to date) launched a twice-daily show on November 13, 2017

Snap recently announced a deal with Discovery Communications to develop shows for the platform under the Shark Week and Mythbusters properties.

Additionally, MGM Television inked a deal with Snapchat. MGM Television is the first major entertainment studio to sign on as a partner. MGM is involved with popular shows such as Fargo, Survivor, Vikings, and Shark Tank.

Recently, the biggest show of them all premiered: BBC’s Planet Earth II. Planet Earth will also be sponsored by Goldman Sachs, who will be running Snap Ads throughout the episodes.

Raj Mody, vice president of social media at National Geographic (one of Snapchat Discover’s partners), recently told Kerry Flynn at Mashable: “It started out as an experiment, but it’s become really, really real. When you look at our brand we’re a leader in social media and in visual storytelling. The fact that they’re evolving the platform, that’s something that has been enormously helpful.”

Discover has grown to over 40 partners now. And these partners produce more than just the Shows mentioned above. They produce digital magazines, “Editions”, “Our Stories”, and more. In aggregate, this original content on Snapchat is getting hundreds of millions of views per month. Some Discover partners are generating tens of millions in revenue. Vertical Networks’ Discover channel, Brother, now reaches over 1 billion views per month. And that’s not even the largest one.

snapchat shows discover

One of Snapchat’s Originals: Good Luck America

If Snap can continue to build out original content through partnerships, the platform can continue to evolve and be a go-to destination for premium mobile video. Snap has some inherent advantages that will allow them to pursue this venture: being headquartered near Hollywood and the “cool” factor. Snap seems to zig when other social platforms of the past have zagged. It will be interesting to see how this unfolds over time. As we have written before, Snapchat is the future of television. And here at Wallaroo, we believe in Snapchat.

Snapchat Users and Advertising Stats for the Middle East

Snapchat has been exploding in the Middle East over the last year. There are now approximately 33 million Snapchat users in the Middle East (according to Snapchat advertising data). Here’s the breakdown by country:

  • Kuwait – 1,550,000 Snapchat users
  • Saudi Arabia – 13,425,000 Snapchat users
  • Qatar – 525,000 Snapchat users
  • UAE – 1,950,000 Snapchat users
  • Egypt – 2,650,000 Snapchat users
  • Israel – 1,375,000 Snapchat users
  • Turkey – 8,500,000 Snapchat users
  • Oman – 675,000 Snapchat users
  • Lebanon – 725,000 Snapchat users
  • Jordan – 1,400,000 Snapchat users
  • Bahrain – 500,000 Snapchat users

Are you interested in growing your digital presence in the Middle East on Snapchat? Contact us today!

snap ads management

Learn more about Snap Ads here. Learn about Snapchat advertising costs here. Learn about creative Snapchat campaigns here. Get the latest Snapchat statistics here.

Let us know if you’re ready to advertise on Snapchat!

Reddit – The Overlooked Social Network With Massive Upside

Reddit Has Almost 300 Million Active Users Who LOVE The Platform – Here’s Why You Need to Be Actively Marketing There NOW

LAST UPDATED: October 30, 2017

Alexis Ohanian, the co-founder of Reddit, recently released the following statistics: 270 million unique visitors/month, 13 billion pageviews/month, 12 minutes spent per site visit, 53% men, 47% women, and 87% under the age of 35. And it’s about to become a full-fledged social network.

From its inception until current day, Reddit has always been a place to share links. You can browse said links, up- or down-vote them, and discuss them. But Reddit just made a HUGE announcement. They’re creating user profiles, reminiscent of Facebook and Twitter, that will allow users to share posts/links directly to their own profiles. Reddit also announced that you will now be able to follow the profiles of different users. These moves mark a pivot for Reddit from the “front page of the Internet” to a true social network (and one that is larger than Pinterest and almost as big as Twitter).

So, now more than ever, you need to be marketing and sharing content on Reddit. At Wallaroo Media, we do a lot of content creation and content marketing. We always try to share content that we create on relevant subreddits. We’ve had pieces of content get hundreds of thousands of visits from Reddit by sharing them at the right time and the right place. Reddit can drive real results and impactful revenue. But you really need to know the ins and outs of the platform, the users and their behavior, and how to share content without devaluing your brand or getting a backlash from power Redditors. This post will teach you how…

reddit marketing advice

How to Market on Reddit

The best place to start with Reddit marketing is by identifying the best subreddit for your content, and by doing keyword research on the platform.

Keyword Research on Reddit

Keyword research on Reddit can be an in-depth project that takes several hours. There are some nice shortcuts you can take. This piece is not meant to be an in-depth article on keyword research, so I will link to the piece I recommend on the subject, here. That link takes you to a nice 7-step Reddit keyword research process using the tool Keyworddit, which is a tool I explain more below.

Subreddit Research on Reddit

To find which subreddits make the most sense for your brand to be sharing content on, use RedditMetrics and Redditlist (I explain these tools more below). The other way to do subreddit research is quite simple: Google it. For example, if your company sells nail polish, Google “nail polish subreddit” to see which ones come up. You can also search for subreddits that would be tangentially related to nail polish, like fashion or accessories or style.

Curating Social Media Content with Reddit

There are many different ways to curate social media content for a brand. One very effective but under-utilized technique is to create a private “Multi-reddit”. A multi-reddit can be created by combining relevant subreddits into one. So if I was running a nail polish company, I would combine subreddits related to nail polish, fashion, accessories, style, and perhaps a few more into one multi-reddit. Then, each morning, I would check my private multi-reddit to see what content is trending the most in my space. Then I would create social media content based off those trending items. To learn more about this awesome strategy, click here.

Building Karma and Finding What Works

Reddit Karma is a form of gamification that the platform employs that allows users to gain points for posting popular links and comments. The higher your Karma, the higher your links appear when they’re initially submitted. So building up personal or company Reddit profiles is a must.

As mentioned above, it is crucial to do subreddit research to find what type of content works on the subreddits that you are interested in posting on. Some subreddits only allow comments. Others prefer images. The majority prefer links. But knowing how to posture the link correctly so as not to be overly promotional is important. Reddit users are notoriously anti-advertising/anti-marketing. So be careful here. Again, you need to analyze content that has performed well on your desired subreddit(s) to inform your own posting strategy.

reddit karma

Essential Reddit Tools & Resources

There are a few key tools and resources that are essential for a truly effective marketing campaign on Reddit. Below is a list of our favorites. Feel free to let us know if we missed some!

  • – Social listening tool that offers real-time tracking and alerts when your phrase is mentioned.
  • – Leaderboards of the fastest growing, top, or new trending subreddits.
  • – Tool that offers user tracking, post tracking, interaction data, and more.
  • Reddit Submission Time – A tool that shows you when the most successful posts are submitted to each subreddit.
  • – Similar to RedditMetrics, but this site offers some different data as well as subscriber growth and totals by subreddits.
  • How The Internet Talks – Fun tool that shows how keywords have trended on Reddit over the last decade.
  • Reddit Web Scraper – Tool that allows you to scrape data from Reddit.
  • Which Subreddits Send the Most Traffic – A deep dive into which subreddits send the most traffic to websites.
  • Top Posts All Time – Interactive about the top Reddit posts of all time in different categories.

Also, here is a quick intro to Reddit’s new self-serve advertising platform.

Our Favorite Subreddits

Reddit is full of incredible and interesting subreddits. Below are some of our favorites.




80’s Design

Retro Futurism

Ask Me Anything

fast and furious data is beautiful

Fast & Furious content on Reddit


Reddit should be an integral part of every content marketing campaign. It can be used to place content, learn about your target demographic and what they like, social media research, and more. Good luck!




Snapchat Statistics – Updated October 2017

Snapchat Statistics – Updated October 30, 2017

Snapchat is growing fast! Below are all the key statistics you need to know about the social platform.

  • Monthly active users: Around 350 Million
  • Daily active users: Around 185 Million
  • Number of daily video views: Around 14 Billion (with a B!)
  • Average time spent per user each day on Snapchat: About 28 minutes
  • Percentage of daily reach to 18-34 year olds in the U.S.: 45%
  • Amount of time users interact with Snap Ads: Over 30 seconds on average
  • 80% of Snapchat users use the app at a restaurant
  • 66% of users use the app while shopping
  • 50% use the app at gyms
  • 49% at airports

According to a study by eMarketer, Snapchat leads the way for teens ages 12-17 as well as the 18-24 bucket. Take a look at the data below:

snapchat most popular among teens

Image via eMarketer

We will continuously update this piece and add relevant information as we get it. Are you ready to start a Snapchat advertising campaign? Contact us today!

*All statistics are approximate.

Video Is The Paradigm Shift

Facebook’s VP of Product Adam Mosseri shared today the following quote at an event:

“We believe that video is the paradigm shift, as large as the shift to mobile…We’re trying to figure out how to support that.”

Facebook is going all in on video. They recently started pushing vertical video. They debuted “Watch“, a tab that houses video content in the Newsfeed. They are testing 4K video uploads. This all makes sense, too. Take a look at the data:

  • Cisco predicts that by 2020, 75% of the world’s mobile data traffic will be video
  • Daily watch time of Facebook Live broadcasts have quadrupled in the last year
  • Time spent watching video on Instagram has increased 80%
  • Social video content is 3X more likely to help people feel connected to friends and family

(See more data here).

From an advertising perspective, video content is more engaging and converts at a higher rate.

video paradigm shift

Image via TechCrunch

In short, if you don’t have a video strategy, you need one ASAP.

Facebook Stories Available to Pages; Adds “Sets”; 3D and VR In the Newsfeed Too; TBH…

Facebook is Beefing Up Its Platform…

Facebook has been busy these last couple weeks. They made five large announcements. We’ll cover each, and why you should care, below.

  1. Facebook Stories for Pages
facebook stories for pages

Facebook Stories for Pages – Image via TechCrunch

People will officially be seeing Facebook Stories from Pages they follow or Like in the Stories section on mobile and desktop. Facebook announced last week that you can port over stories to FB from Instagram. Now, Page admins will see a “Create Story” button on the mobile app when viewing their Pages.

Facebook has yet to share a daily user metric for Facebook Stories, but we do know that Instagram Stories hit 100 million users just two months after launching.

We’ll see how Stories on Facebook performs, but what we do know is that Facebook is pushing it hard. That’s why, as a brand, you should be utilizing Facebook Stories in your own social strategy. That, and Groups of course (more to come on that in a future blog post).

2. Facebook 3D Posts – Virtual Reality in the News Feed

facebook 3d posts vr

Facebook 3D Posts – Image via TechCrunch

Facebook just announced 3D posts, a new type of News Feed post where users can grab, spin and interact with a 3D object to look at it from all angles. Facebook acquired Oculus a couple years ago and wants to push creators to make virtual objects using the Oculus platform. In the near future, Facebook is working on an API to let third-party VR app developers give users the option to share their creations to the News Feed. Take a look at the video below.

We’ve updated our Facebook Newsfeed algorithm piece with the change.

3. Facebook to Launch ‘Venues’ for VR Programming

facebook venues virtual reality

Facebook Venues for VR – Image via TechCrunch

Facebook also announced plans to launch a virtual reality “Venues” app next year that Zuckerberg said will allow people to “watch live concerts, and live sports, and premieres of movies and TV shows, all around the world with friends” and other people.

4. Facebook “Sets”

facebook sets

Facebook just announced that they are testing a feature called “Sets” that allows you select several status updates, photos or videos and share them as a themed collection to everyone or specific friends. Sound familiar, Pinterest?

It appears that links will be able to be included as well.

5. Facebook acquires popular teen app “TBH”

facebook acquires tbh

Facebook just bought the popular app “tbh” (slang for to be honest) for an undisclosed amount. Why is this important? Two primary reasons. One – Facebook’s weakness is teens, and tbh is extremely popular among teens. Two – tbh only launched a few months ago and is approaching 6 million loyal users. Check out the screenshot of the top App Store rankings below, courtesy of Product Hunt:

With all these announcements, Facebook is clearly looking to separate itself from their competitors and become the one-stop destination for social, content, video, and VR.

Brands – prepare accordingly.

Pinterest Makes HUGE Update to Its Advertising Offering

Pinterest opens up more than 5,000 interests for advertiser targeting through its Taste Graph

Everyone knows that Pinterest builds itself around visual discovery. Over the years, the company has gathered an incredible amount of data around how their users browse images, videos, and content. Now, the company is opening up that knowledge to advertisers, and it’s going to be huge.

Pinterest is unlocking more than 5,000 interests that advertisers can now target against using what the company is calling its “Taste Graph.” That’s what Pinterest calls its system that is able to figure out not only what users like, but also how what they like changes over time.

“One of the biggest difference with the Taste Graph compared to what we were doing before was really diving into understanding the nuances of how we relate Pinners to Interests based on the recency and frequency of their engagement,” John Milinovich, product manager for the Taste Graph, said. “We’re much smarter about how we decay interests from a user’s taste profile so that we can better personalize their recommendations. So, if you haven’t pinned about your wedding in a while, you will stop seeing wedding content.”

pinterest taste graph ads

Pinterest’s “Taste Graph” –
Image via CIO Bulletin

Pinterest is working hard on building an advertising model that touches users at each point of the buying lifecycle. In addition to that, Pinterest wants to be able to demonstrate to brands that ads seen at the beginning of the cycle led to a conversion at the end, even if it was months later.

Pinterest CEO Ben Silbermann told CNBC’s Julia Boorstin that the company has only two objectives right now:

“One is growing the user base …. and the second, of course, is creating an advertising product that really works — to bring in new customers, that’s very measurable, that lets people see emerging consumer trends and merchandise against them.”

Pinterest also just announced that Target’s app will use Pinterest’s “visual search” tool. In essence, it would let users who are out and about take a picture of any product and receive a list of similar items at Target. Here’s an excerpt from the press release on the partnership:

Visual search technology has been around for a while, but it’s starting to hit the mainstream in a big way—by 2020, image and speech search (think asking Siri) could make up 50% of all searches. It’s poised to change the way you shop so we’re tapping Pinterest, our long-time partner to bring their new “Pinterest Lens” tech to our Target guests.

Pinterest has been hard at work in 2017. They debuted “Lens”, a visual discovery tool, they rolled out Pinterest search ads, and they introduced live camera search. Now more than ever, Pinterest needs to be a crucial part of your organic marketing and advertising strategy.

Want to kickstart your Pinterest strategy? Contact us today!

Facebook Ads Targeting Offline Events Now Available

Facebook is finally releasing something advertisers have wanted for years…

The world’s largest social network is officially rolling out offline ad targeting options. This includes things like targeting ads to people who have visited brick-and-mortar locations, in-store purchases, and calls to a business’ office.

The new offline-to-online retargeting options are being added to Facebook’s Custom Audiences ad-targeting portfolio. Advertisers will also be able to retarget lookalike audiences of people who share similar characteristics to those who interact with the brand in the real world.

The Custom Audience list can be created using anyone that Facebook has tracked as having visited a brand’s location, such as a retail store, restaurant or auto dealership, within the past 30 days. For Facebook to get this data, the user needs to have the location tracking feature enabled through the app’s mobile settings.

In order for the location data to be as accurate as possible, Facebook will only include people in an in-store visitor audience when it has a “high confidence” that the person has visited that location, and not just passed it by.

A natural question is whether Facebook could consider a person as having visited a store when in reality that person only passed by the store or the phone’s GPS inaccurately pegged their location as being inside a store. To mitigate that risk, Facebook will only include people in a store visitor audience when it has a “high confidence” that a person visited a given location, Francis said.

The ability to create a Custom Audience of store visitors is only available to businesses that meet Facebook’s eligibility requirements. Among those requirements, a brand must operate at least 10 separate locations.

Need help running a Facebook Ads campaign? Contact us today!