Providing further evidence of social media’s influence on programmer strategies, Discovery Communications has inked a new deal to create short-form videos exclusively for Snapchat and its Discover platform.
The initiative, focused on Snapchat’s “mobile-first” audience, will center on short-form shows “inspired” by Discovery programming properties such as Shark Week and MythBusters. The initial slate for Snapchat are expected to debut in the U.S. in the “coming months,” they said.
They’ll also work together on ideas for sponsors that tie Snap’s ad tech and formats with Discovery’s stable of advertisers.
“We’re thrilled to introduce our iconic Discovery content to the Snapchat community,” Paul Guyardo, chief commercial officer at Discovery, said in a statement. “There are few other platforms as dynamic and engaging, especially among younger audiences.”
“Discovery are world-class storytellers who have turned unlikely subjects into cultural phenomena,” added Nick Bell, VP of content at Snap Inc. “We have seen what they can do when developing and producing creative concepts for TV and we’re excited to see what’s in store as they apply their talent and expertise to this new medium.”