Snooze alert: HuffPost joins Snapchat Discover for 24 hours to promote sleep
The Huffington Post, which proudly brags about its headquarters’ envious nap rooms, is pushing its pro-sleep agenda to Snapchat.
Today, the publisher launched a pop-up channel on Snapchat Discover called Recharge, described in a release as a “guide to helping you sleep well, feel great and perform better.” The channel is live for 24 hours, expiring tomorrow afternoon.
Recharge is a colorful content mix consisting of advice like what the “best miracle beauty product is” (spoiler: it’s sleep), energy boosting hacks, sex tips, stretching guides, the science behind sleeping and a video of Vine star Jerome Jarre closing his eyes in backseat of a car.
HuffPost is the first real publisher to get a Discover pop-up channel. Publisher and commerce platform Brit + Co has a channel focusing on crafts over the holidays and brands, like Burberry and Sony have purchased these channels.
In a memo, founder Arianna Huffington said the addition of a Discover channel is an “exciting step forward in our goal of meaningfully engaging with our growing global audience,” adding that since teens and college students are the largest amount of Snapchat users, “it’s important for [HuffPost] to reach them” there.
Huffington told Digiday that it was Joanna Coles, Cosmopolitan’s editor-in-chief and who’s also on Snapchat’s board, who had the idea for HuffPost to start the channel. She said the app’s young audience was the “generation we need to reach and to educate them about sleep before they enter exams.”
She admitted that she hadn’t much time to interact with the channel since it just launched, but said she was “incredibly pleased” with it so far. “To take the science of sleep and make it super accessible to people and make it something they would want to share with friends,” Huffington said of the channel’s purpose.
Notably, Huffington is in a whirlwind of a press and college tour for new book “The Sleep Revolution,” which is about sleep. Neither Recharge, nor her memo, mentions the book.
Banner image via Shutterstock.
Member ExclusiveMedia Briefing: What to expect from the Digiday Publishing Summit
This week's Media Briefing previews the upcoming Digiday Publishing Summit, which kicks off on Sept. 27 and will feature speakers from media companies including The Washington Post, BDG, Group Nine Media and Essence.
How the pandemic has been a real a buzz kill for office happy hour bonding, culture
As COVID-19 crawls on, more companies are rethinking the wisdom of mixing booze and the stresses of the workplace.
‘Football has lost its soul’: How Copa90 is repositioning itself around the creator economy
Copa90’s overseers believe there’s another shift happening in tandem with the corporatization of the sport that has the potential to be just as transformative
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
Why The New York Times’ Wirecutter is ramping up focus on style
In early 2021, Wirecutter soft-launched a new dedicated style section and is is currently hiring for style-dedicated roles.
‘Culture change takes years’: Facing ongoing calls for DE&I gains, publishers set new standards for hiring practices
The media industry is trying to solve a long-standing challenge: it is mostly white and male. Here's how some publishers are doing it.