Snap launches localised Discover feature in India with multiple content partners

MUMBAI: Snap, the makers of social camera app Snapchat, has launched a newly localised Discover in India through partnerships with nearly a dozen media brands, all premiering within the app over the next several weeks. This is the first time Snapchat has offered local publisher content in India and follows recent announcements of other expanded Discover offerings within the last month in the UK, France, Germany, Norway, and the Middle East.

Onboarding some of India’s leading media houses, content curators and entertainment studios, the Indian Snapchat Discover partners include news, current event, and cultural affairs commentary from Brut. India, HuffPost India, The Logical Indian, The Quint, and VICE India, featuring signature editions from each; social video and entertainment from Pocket Aces (FilterCopy and Gobble), TVF (The Timeliners, Girliyapa, and The Viral Fever), and Qyou (The Q India); music and cultural content from Saavn’s OnRecord; and Bollywood and beauty highlights from MissMalini Entertainment, featuring MissMalini and Beauty BFF.

Snap’s Discover partners will create made-for-mobile Publisher Stories and TV-like Shows for Snapchat, across multiple genres. All content will be produced in an immersive vertical, full-screen format pioneered by Snapchat, which has since become the de facto standard for storytelling on mobile, inspired by the expressive way Snapchatters use photos and videos to talk with their closest friends. The time spent watching Shows on Snapchat globally has more than tripled since the beginning of the year and in Q3 of this year, 21 unique Shows in Discover reached a monthly active audience of over 10 million viewers.

Each media partner will independently create their own editions. Discover first launched on Snapchat in January 2015 with 18 brand partners and now includes over 100 globally.

Advertisers can also take advantage of several ad formats alongside this new premium content, including tiled Story Ads, which are displayed in the Discover feed; Snap Ads, which are full-screen ads that run within Publisher Stories; and Commercials, which are six-second non-skippable video ads that run in Shows. They are available through Tyroo, Snap’s local sales partner, and also Snap’s self-serve Ads Manager, both of which offer several ROI benefits including advanced targeting, robust measurement, and price efficiency.

“We are delighted to now offer a more customised Discover experience for the millions of daily Snapchatters in India, welcoming many of the media brands they already know and love,” said Snap Head of International Content Partnerships Rami Saad.

“We are passionate about providing Snapchatters with the best content experience on mobile, featuring a diverse mix of credible, local voices alongside some of the best content creators from around the world. By engaging with our growing and creative community in India, most of whom are aged 18-24, these amazing local partners will be able to inform and entertain this hard-to-reach audience in powerful ways that are native to our platform.”