Ken Auletta, a staff writer for The New Yorker, asked Spiegel how magazine media can grow consumer engagement. The Snapchat CEO stressed the growing desire for “visual storytelling” and creating an interactive video version of a magazine.
But Spiegel also made it clear that it’s important for brands to remain true to themselves.
“The biggest challenge we’ve come up against when working with folks is oftentimes people want to change their brand so it appeals to whatever they think a millennial is,” he said.
Spiegel explained that publishers don’t have to “dilute” their content to reach out to a younger audience, but should find a way to package their content in “a format that’s easier to access,” such as video. He also explained that publishers can use Snapchat to reach a greater audience through partnerships with their Discover feature.
He gave the example of Vanity Fair partnering with Snapchat to feature its coverage of the Oscars.
Spiegel said Snapchat intends to do take on more partnerships to produce different kinds of “video magazine products.” Right now, Spiegel said the company has partnerships with about 20 publishers.
For example, Cosmopolitan’s Snapchat Discover channel generated, on average, 19 million views per month, Poynter reports. Cosmopolitan.comgenerates 20 million unique visitors per month, according to its Web site.
Some Discover publishers, like Mashable, have formed specific teams dedicated solely to creating content for their brand’s Snapchat channels.