A leading Snapchat content provider is publicly supporting the company in the face of advertiser criticism.
Snapchat is battling scepticism from marketers on whether its ROI is as good as Google’s or Facebook’s
Yet a major content partner, the food video network Tastemade, is acclaiming Snapchat for delivering viewers on an international basis.
A recent survey of 1,600 US marketers by RBC Capital Markets and Ad Age criticised Snapchat for poor targeting, inadequate measurement of KPIs, and decreasing user engagement and open rates. Facebook’s Instagram is also said to be increasingly competitive.
Yet Tastemade, a leading practitioner making regular content for Snapchat, takes a completely different view.
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The network was a launch partner for Snapchat’s Discover distribution platform. Tastemade co-founder Steven Kydd says that making daily video for Discover has been a breakthrough in reaching global mobile TV viewers.
Kydd regards Discover as analogous to cable television, but mobile and for Millennials. The key to success, he believes, is the decision to produce a daily edition. This now attracts more than a million views per day.
Crucially, the daily content on Snapchat is powering Tastemade’s global expansion in a way that cable TV cannot. Discover is available in local versions for a range of countries, including the USA, UK, Brazil, Argentina and Japan.
This ability to reach out around the world has led Tastemade to growing its sales team by 10 times over the past year and a half.
However, Kydd cautions that this success requires considerable flexibility in video production. The video is shot in 4K, but then has to be edited into multiple formats, specific to Snapchat and other platforms.
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