Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video
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.
Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.
As of now, there are twelve Shows on Snapchat or in development for Snapchat:
- The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
- The Rundown from E!
- 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
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.
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. But here at Wallaroo, we believe in Snapchat.