Snapchat for media companies
Sofiia Padalko,
The Fix,
Dec 06, 2021
I have basically ignored Snapchat in these pages because I wasn't interested in the basic premise: short, time-limited "snaps" and "stories" that disappeared. About a year ago, however, Snapchat launched 'Spotlight', where the items didn't disappear until the user deleted them. This article looks at the use of Snapchat for publishers, both as a place to advertise, as well as a place to sell ads. Also, Snapchat has started rewarding its most viral contributors. Publishers like the Daily Mail, Le Monde and Bild have exploited controversy for views, driving substantial audiences on the platform. I'm still not interested in Snapchat, especially as it is means to mainline marketing media.
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