NBC News has launched a twice-daily news show on Snapchat Discover, which it says is the first of its kind on the platform, although it certainly isn’t the first news outlet to use Discover to disseminate news.
The Show, Stay Tuned, will be hosted by NBC News and MSNBC correspondents Gadi Schwartz and Savannah Sellers and will cover news, politics and pop culture.
In a series of “practice episodes” NBC shared with The Drum, it’s pretty standard news show fare albeit in a vertical format with fast-paced 30-second-ish segments – each show will be around two to three minutes with roughly four to five segments – and pull quotes sprinkled throughout for emphasis.
Stay Tuned will be published at 7am and 4pm Monday to Friday and at 1pm on the weekends.
The series will also feature special editions to cover breaking news.
Led by Andrew Springer, director of social media strategy at NBC News, the team producing the Show is made up of about 30 New York-based staff members.
And, of course, NBC’s Snapchat Show theoretically opens the network up to a younger audience.
According to Nielsen, Snapchat reaches nine times more 18- to 34-year-olds in the US than the average top 15 TV network on any given day. What’s more, NBC said 87% of US daily active users between 18 and 34 are exclusive to Snapchat and cannot be reached by any given top 15 TV network on any given day.
Snap introduced Shows in August 2016 as a new form of premium, original TV-like content, produced for mobile by TV networks and entertainment studios. In fact, just last month, Snapchat and Time Warner signed at $100m deal to produce more TV-like shows.
NBC said Snapchat Shows are hyper-visual, featuring motion graphics, split screens and quick cuts “inspired by the expressive communication we see Snapchatters using to talk to their closest friends” and were “born out of a belief that mobile is a fundamentally new medium” and that content should be custom created for it rather than repurposed from the internet or TV.
Shows are the third content format in Discover, after magazine-like Publisher Stories and Our Stories, which are compilations of Snaps curated by Snapchat editors.