Dive Brief:
- Snapchat is actively seeking deals with TV networks and studios to bring new partners to its Discover portal, sources familiar with the discussions told Digiday.
- The social media app is also in talks with sports leagues, such as the NFL.
- Snapchat didn’t comment to Digiday on the potential deals.
Dive Insight:
Social platforms from Facebook to Twitter are looking to bring in exclusive original content in attempts to have their platforms stand out from the pack.
“The war right now is for original destination content and Facebook, Twitter and Snapchat all are behind YouTube in having destination personalities and content in digital video," Noah Mallin, head of social at MEC North America, told Digiday. "They know that the next step is to have content that people can only find and largely associate with their platforms.”
Snapchat has been making major changes to its interface to attract advertisers and content partners. Last month, it revamped the user experience of the Discover portal, offering its users a new look with personalized tiles for its publisher partners. And earlier this month, Snapchat made a major change to its user experience by rolling out “Memories,” a feature that allows users to save snaps.
For marketers, Snapchat’s interface historically has been very difficult to use. It hasn’t offered most of the bells and whistles that brands are accustomed to with social media platforms, such as segmentable targeting for ad buys and detailed performance measurement. But at the same time, it has been making strides to meet those challenges, including a reworking of its advertising platform and lowered costs.