Snapchat is known for its free messaging app. It allows users to share their images and videos with their followers or friends. Compared to Facebook, this social media platform attracts a younger generation.
Last year, NBC started to produce original content for some of its popular programs available for Snapchat users only. Because Snapchat’s video layout is vertical, NBC decided not to reuse video clips from its shows. Rather, it opted to present new content.
One of the first featured shows of NBC produced for Snapchat was The Voice. The content includes clips from the judges of the show and singing auditions generated by the users.
Contestants could submit their clips to demonstrate their talents through voicesnaps.com. From there, judges would review their submission and pick some of them to perform in the upcoming season of The Voice.
Apart from producing new content for the company’s existing shows, NBC launched programs exclusively for Snapchat. These shows would include Stay Tuned, which started in July. It features up to five new stories that focus on the most important events of the day. Based on some reviews, it’s doing well.
During its first broadcast, more than 40 percent of viewers watched the show three times a week. Currently, it claims more than 29 million viewers. The majority of these users are under 25. It’s expected considering the platform’s user base.
But it’s still too soon to determine whether or not the show can achieve sustainable success. However, when you look at the early signs, one could say that its future is quite positive.
With that in mind, Snapchat users will get to enjoy access to premier mobile content from NBC programs. Not only that, they can watch new shows exclusively shown on Snapchat.
The original content isn’t only beneficial to Snapchat but also to NBC because it can reach to its millions of fans through an app that they’re already using.
Furthermore, it’s a gain for advertisers of the company associated with the content as they get to reach users in a new way. It’s a goal that the company, advertisers, and the social media platform want to achieve, i.e., to seize a younger audience who’s no longer watching TV as much as adults do.
With original content, advertisers and NBC could somehow encourage them back to watch TV shows but through their mobile devices.
But it still needs further investigation to know whether the platform is the best place for a TV program for long-term. This format could easily work on other platforms.
With Stay Tuned, it does have an advantage because it’s the first daily news program that people could watch on Snapchat. That said, it might help pave the way for the other TV shows that might come next.
But Stay Tuned isn’t the only original content on Snapchat. The Rundown of E! is one of them but it didn’t make it big as it only obtained over seven million viewers. But Second Chance of A&E is reaching more than eight million unique views.