Written by https://www.youtube.com/watch?v=UbOMqA2AOIk
Popular messaging app Snapchat announced today that it has partnered with top media media brands, including Food Network, in order to launch a new in-app news feature that will allow users to access a collection of the day’s top stories and videos with just one swipe.
The app’s new ‘Discover’ feature includes 12 unique news channels, one for each media partner, plus a dedicated Snapchat channel which will include original content from the app’s creators.
With the move, Snapchat is positioning itself as a media platform — one that reaches an estimated 100-plus million monthly active users. Snapchat Discover will compete with other video platforms and services that encompass video, including YouTube, Facebook and Twitter. Every channel in Snapchat Discover is refreshed after 24 hours, “because what’s news today is history tomorrow,” the company explained.
Food Network is Snapchat’s exclusive launch partner within the food category. The Discover Food Network channel on Snapchat extends the Food Network brand to reach even more young consumers with new and exciting content tailored specifically for that audience. As well as being an engaging new channel for young food fans, Discover Food Network on Snapchat will provide a new opportunity for advertisers to reach engaged young people who love food.
“Food Network has led the dialogue around food for more than two decades, informing and entertaining passionate and engaged fans, and we are excited to bring it to the Snapchat platform,” says Brooke Johnson, President of Food Network & Cooking Channel. “Audiences are more food-conscious than ever before and the Discover Food Network channel on Snapchat will provide users with the great content they love, designed specifically for their mobile devices.”
Users can tap on a channel and swipe left to flip through each channel’s daily edition, containing five to ten stories selected for the service by the Food Network editorial team.
The expectation is that some consumers will discover Food Network content through Snapchat, then seek more through Food Network’s television channels, digital and mobile platforms.
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