'Saturday Night Live,' A+E Networks stake out more Snapchat content

Dive Brief:

Dive Insight:

The latest news points to a growing trend of social platforms building out their TV-like offerings in a bid to attract more advertising dollars. This strategy is especially essential for Snapchat, which is likely eager to live up to the massive hype surrounding its IPO. Snap looks to be smartly positioning its original content as extensions of popular TV series. Fans of "Saturday Night Live" searching for a fix outside the TV broadcast might tune into the new shorts exclusive to Snapchat. 

Unscripted series with A+E also puts the platform in relatively uncharted territory. One of the standing questions for Snapchat and its entertainment partners is whether users accustomed to the app's short, ephemeral video content will stay tuned for longer material. In the past, Snapchat's re-jiggering of its Discover platform has impacted publisher views, and any further changes might hurt the chances of original shows and shorts. 

Snapchat also faces growing competition from Facebook, which is not only pushing into similar, TV-like territory but is also developing its own set-top box app. While Snap Inc. will be more flush with cash and resources to build out its content post-IPO, its power and influence will be unlikely to match Facebook's, at least for the immediate future.

Still, Snap continues to attract a variety of big-name partners: The Recording Academy recently tapped Snapchat to build hype for Sunday's Grammy Awards and BBC is making similar moves to NBC in teasing "Planet Earth II" content on the platform.  

Filed Under: Social Media Trends Video