Social networking platform Snapchat on Wednesday launched its newly-localised Discover, tailor-made for the growing community of Indian Snapchatters. The offerings, from nearly dozen media brands, will be premiering on the app over the next several weeks.

This is the first time Snapchat has offered local publisher content in India, and follows recent announcements on other expanded Discover offerings in the UK, France, Germany, Norway and the Middle East.

“We will work with Indian partners based on a revenue-sharing model, wherein a part of the advertising revenue earned from the platform will be shared,” Rami Saad, Head of International Content Partnerships, Snap told BusinessLine .

Focus market

“India is a focus market for us, being among the top five nations in terms of daily active users. We are, therefore, working towards getting more localised content for the market,” Saad said.

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 a vertical, full-screen format.

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

With some of India’s leading media houses, content curators and entertainment studios on board, Discover offers: 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.

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 through Snap’s self-serve Ads Manager.

“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 aged 18-24, these local partners will be able to inform and entertain this hard-to-reach audience in powerful ways that are native to our platform,” Saad said.

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