Snapchat isn’t just a key way to recruit new fans to Copa90, it’s a quickly becoming the “ultimate recruitment ad” for those who might want to work at the global football network, according to its head James Kirkham.
Snaps of fans celebrating or videos of Poet and Vuj aren’t the reason for this. Rather it’s the glimpses of what its actually like at Copa90 that is getting bigger traction. What might have seemed like a superfluous global Snapchat Story of the publisher’s Christmas party, now seems like a stroke of genius when that same post clocked over 1.5 million on the mobile messaging app.
As funny as the video was, engagement like this suggests Snapchat could emerge as a serious platform to push the Copa90 brand. Effectively, staff at the football network are either filming content from inside or of Copa90 every day of the year, according to Kirkham who cites its recently launched Soccer AM-style show for Snapchat Discoer as an example.
Launched a few weeks after the start of the current season, the show, dubbed Saturdays Are Lit, is produced in partnership with sports publisher Bleacher Report. So far, the average viewers watching an episode of is three times higher than who watched Arsenal v Leicester (20 August) Premier League match earlier this year. Such is the show’s popularity that one episode received 97,000 shares of a preview tile within the show
“In January 2016, Snapchat one of my 3 main aims for the year. Not just being there. But being known for it,” explained Kirkham.
“With 1.5million people watching our own Christmas Party, and Saturdays Are Lit (with Bleacher Report) being our runaway success of the year, it’s become the ultimate recruitment ad. Our never ending all seeing eye of life inside Copa90.”
Mastering Snapchat stems from Copa90’s wider push to master mobile messaging; from WhatsApp to Kik, WeChat to Snapchat, the media network sees more and more of its fans sharing information that way and so wants its content to exist among those discussions.