Snapchat moves beyond traditional publishing brands with latest partnerships
Your mom might not know who Daquan is or what Goalslayin is about, but a lot of teenagers on Snapchat do — and Snap wants to work with the companies and creators behind these brands.
Take London-based Fanbytes. The 18-month-old digital media company has four organic accounts on Snapchat — MakeupTuts, Goalslayin, Couples365 and IRelateQuotes. These channels average between 170,000 and 900,000 views per story and between 1.7 million and 8 million views per day, said Fanbytes CEO Timothy Armoo. Fanbytes also operates a network of 85 creators — all mostly 15 and 16 years old — who are independently running their own accounts and publishing brands on Snapchat.
“We create funny and relatable content, which speaks to a younger audience,” said the 23-year-old Armoo. “And it’s all driven by 15-, 16-year-olds who understand this audience way better than the 35-year-olds at the other corporations who don’t understand the DNA of how young people engage with content.”
Now, Fanbytes is exploring launching official versions of these channels on Discover, among other potential partnerships with Snapchat.
Snap approached Fanbytes after seeing the viewership and engagement it was getting with its publishing channels and its success with sponsored lenses it created for advertisers such as Warner Bros., Sony Music and Deezer. Fanbytes has consistently been able to sell AR lenses, trending on Snapchat’s trending lenses section, Armoo said. Lenses for Warner Music and Deezer each netted more than 1 million views and a branded story Fanbytes created for Sony Music did 1.1 million views with a 92 percent completion rate, Armoo said, citing Snapchat data.
“The sense that we could tap into the mindset of 17-, 18-year-old kids and then actually have their own channels distribute it rather than coming across as a corporate entity is a reason why we ended up getting a million-plus views and such engagement,” said Bianca Spada, global head of social media for Deezer.
Snap has made a big effort this year to embrace the digital publishers and social media stars that appeal to younger users. Snap threw a “Creators Summit,” which included an appearance from Evan Spiegel, and has shown a greater willingness to open up ad revenue for creators. Snap is also testing commerce options beginning with celebrities like Kylie Jenner.
Fanbytes isn’t the only publisher of its type working with Snap. Daquan is a popular internet personality focused on hip-hop and related pop culture memes. Daquan, with more than 11.2 million followers on Instagram, is a fictional character run by a team that works for IMGN Media, which owns the Daquan brand and other social publishing accounts
In May, Snap and Imgn Media launched a Discover channel for Daquan, which previously had no presence on Snapchat. But Snap reached out, and with most of Daquan’s followers under the age of 24, Snapchat was a logical platform to expand to, said Barak Shragai, CEO of Imgn Media.
“Snapchat Discover was an opportunity for Imgn to premium and expand beyond static memes,” said Shragai. “We’ve spent a lot of time learning about the platform and understanding how this extension would look like.”
The move has worked out for Imgn with the Daquan channel reaching 16 million unique viewers in June, with 75 percent of those viewers under the age of 24, Shragai said. Recently, Imgn has launched two of its other social brands, Soccer Memes and Journal, on Snapchat Discover. In total, Imgn has eight people working on its Snapchat content.
“We have to wait and see how [Snapchat] continues to open up to [non-traditional publishers],” said Shragai. “But from our end, this has worked because we bring a brand that speaks to the audience as a friend.”
Hearst UK wants all of its brands to have Good Housekeeping’s authority in product testing
The Good Housekeeping Institute set the precedent for Hearst UK and the new Hearst Institute is looking to replicate those successes across all its brands.
Member ExclusiveDigiday Research: The pandemic sped the wrong things up for publishers
Publishers are now much more reliant on direct-sold ads, and at an industry level, diversification strategies have made little progress.
California Attorney General says popular, digital ad opt-outs from trade groups don’t comply with CCPA
Commonly used opt-out tools from the Network Advertising Initiative and Digital Advertising Alliance will not suffice for compliance with California's privacy law.
SponsoredData-driven solutions: Charting a better way forward for brands and publishers
Travis Clinger, senior vp of addressability and ecosystem, LiveRamp Updates to mobile identifiers and browser data privacy policies have become an everyday part of life in the advertising industry. The browsers and device manufacturers have made privacy a competitive differentiator, as consumers have become increasingly concerned over how their data is being used. As an […]
Why two brothers are betting on creating new brands and e-commerce to grow their media company
Former Bonnier Corp. CEO Eric Zinczenko is the new COO/president of his brother David Zinczenko's company Galvanized Media.
Member ExclusiveMedia Buying Briefing: Artificial intelligence ‘is gonna ruin the world… and then we adapt’
A look at the different ways artificial intelligence is wending its way into media planning and buying.