Snapchat is getting into the spirit of the winter season. The popular messaging app, which deletes texts and videos after 24 hours, added a holiday-themed channel from DIY lifestyle company Brit & Co. to its branded content platform Discover.
Sponsored by Google, Brit & Co.’s holiday channel will feature about 14 pieces of new content each day, ranging from videos, animated GIFs, and text with photos. The DIY company’s publishings will center on different themes (like preparing holiday food, giving gifts, and decorating ideas), with Brit & Co.’s Discover icon changing to reflect the theme of the day. Brit & Co. CEO Brit Morin told AdAge her company has created almost 300 pieces of content for release on Snapchat.
However, Brit & Co.’s holiday content doesn’t follow the traditional publishing format of the Discover platform. Where most of Discover’s partners release content on a regular basis, Brit & Co.’s content will only show up during two different weeks. The first batch of holiday content will live on Discover from November 27 through December 3, 2015, while the second round will appear from December 18 through 24.
Morin said her company and Snapchat made the decision to release content in two different chunks because they “didn’t want user fatigue around too much holiday content.” “Both us and Snapchat are looking at it as a test for each other and trying to understand if this type of content is really valuable around the different seasons of the year, or if it makes sense for Brit & Co. to have a broader set of content later down the road,” Morin explained.
Brit & Co. is only the latest brand to join Snapchat Discover. In August, the branded content platform added Mashable, Tastemade, and IGN as publishing partners. More recently, media brand Vox joined Discover, bringing the platform’s total number of publishing partners to 17.
Snapchat currently claims four billion video views each day across at least 100 million active global users per month.
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