Perhaps nobody but Snapchat knew that an app largely dedicated to the selfie would prove so popular, but the social media app is now showing serious worth having announced its first Australian media partner. This week saw Snapchat Discover and news.com.au announce they were partnering in an effort to attract the news site a younger demographic.
The partnership will allow the publisher to place 5 - 10 media stories within the social media platform per day. Launched February 24, the collaboration will provide greater access for the public to a selection of news.com.au content that has been curated specifically for the Snapchat audience. It is the first time that a major Australian brand will work with the social media app.
General manager of the site Julian Delany is excited by the merge, explaining: “We’re delighted to partner with Snapchat and allow consumers a new way to access what news.com.au does best, tell and share stories. Snapchat is a very visual platform so news.com.au’s Discover content will be presented in this way in the brand and style of content that our consumers see every day.”
The decision to collaborate was made in an attempt to expand the news site’s presence amongst younger consumers. Snapchat is currently one of the most popular social apps embraced by those aged between 18 and 34, and reaches an audience of 100 million-plus monthly active users on mobile.
Delany explains: “Snapchat’s popularity among young mobile consumers provides an opportunity to showcase news.com.au content to an additional group beyond our existing audience.”
