Snap announced 12 shows with a script on Snapchat Wednesday, in an effort to awaken a renewed interest in the application, as it causes a haemorrhage in users and money.
The company lost almost $ 250 million and 3 million daily users in the last quarter, and is betting on these new original programs to take advantage of the success of the content already available on the Snapchat Discover page. The audience for their existing shows has tripled this year, according to the statement.
"Over the past two years, our highly engaged and loyal audience has helped define what mobile content should look like: vertical, hyper-visual and rhythm in a way that quickly attracts them and makes them want to return," Nick Bell, Snap's vice president of content said in a statement. "We are proud to work with some of the most talented storytellers in the industry to bring new and innovative shows to our community."
The new shows have made a staggered debut in the coming months, starting on Wednesday, according to the company. Snap collaborated with some of the renowned Hollywood producers and writers in their original content: a writer of "Friday Night Lights", one of the best producers of "Keeping Up With the Kardashians" and the Duplass brothers.
The results are broad but familiar: a series of documentations about a young influential couple living in Laguna Beach, a drama about university peers who direct a podcast of a real crime, a supernatural soap opera, a short anthology of terror. There will be new episodes daily, but they will be short, with an average of five minutes each, to be ideal for mobile viewing. Brands can buy advertising space within the episodes through the format of six-second ads, which can not be omitted, according to the statement.
Users can find the programs on the Discover page or in the search bar. Soon each show will have its own dedicated page. Six additional shows have been green and Viacom has registered to perform 10 shows.
Snap is not the only company that makes the jump to programs with a script. YouTube is bifurcating in series with a script in its international markets to try to attract new customers for its subscription services. He has already released some original shows in South Korea and one in India. Apple has ordered 17 original series, including one about the childhood of Kevin Durant and an animated series from the creator of "Bob's Burgers", but has faced internal problems. None of their shows have release dates.
In September, a leaked note from Snap CEO Evan Spiegel gave an idea of the company's difficulties in competing with platforms such as Instagram and Facebook that adopted its "stories" feature, as well as its difficulties in recovering from a redesign. hurried on. Spiegel wrote that the company had a "strenuous target" of balance in the fourth quarter of 2018.