To bolster its collection of original video shows on Snapchat, parent Snap recently entered various partnerships with Hollywood production companies. Snap plans to distribute the scripted show content exclusively via its Snapchat app in an attempt to attract new users and keep existing audiences engaged.
Shows such as “Growing Up is a Drag” about a teen coming-of-age, produced by the production firm behind “Keeping Up with the Kardashians” are soon rolling out to Snapchat. Users will be able to catch up on new episodes daily.
Each show will have a dedicated section on Discover making it easier for viewers to keep track of the shows they follow, and will be adapted for mobile viewing. That means some shows will be as short as 5 minutes in length.
Snap video content will also include six-second unskippable video ads.
Furthermore, Snap has added various interaction and engagement options for users including lenses. Specifically, Show Portal lenses will allow users to explore shows through augmented reality technology.
Following the Snapchat app’s redesign earlier this year, Snap shares fell 52%. More recently, the company’s CEO Evan Spiegel acknowledged that the redesign had not been executed well.
The addition of original video content could potentially attract users, but also advertisers to spend more of their ad dollars on Snapchat.