It is an alliance between a television channel aimed at young people and a social network popular with young people. Snapchat announced on Thursday a partnership with the M6 group, thus continuing to expand its “Discover” section in France, which offers content produced with media to retain its audience and attract advertisers.
Launched five years ago with eight partners (Le Monde, Paris Match, L’Equipe, Melty, Cosmopolitan, Vice, Konbini and Tastemade), “Discover” has hosted around forty media (BFMTV, 20 Minutes, Brut, Vogue , Society, France TV, Topito, MAD, Arte, Chef Club, Loopsider, O1 Net, Le Figaro, RMC, Mademoizelle.com, Current Cuisine, Radio France, Europe 1, Bein, Le Parisien, Marie Claire, Current Cuisine, Geo…). The photo and video sharing application, which claims 500 million monthly users, thus further expands its offer.
Thanks to this new partnership with the M6 group, “Discover” will offer this season “extracts from emblematic programs of M6 and W9”, from “Top chef” to “Best pastry chef”, including “Search Apartment or House” or still “Nightmare in the Kitchen”, all in “vertical format” suitable for smartphones, Snapchat announced in a press release.
What to develop “the influence and notoriety” of the brands of the M6 group on the digital and among young people, argues Snapchat, according to whom “13 million” French users “watch at least one Discover show every month”.
17 million daily users in France
Another announcement, the arrival of YouTuber Hugo Travers on “Discover” with his digest of popular news “Hugo Decrypts”. Paris Match, which had ceased the “Discover” adventure in 2020, returns with the “Pic’s Story” program to tell the stories behind its most famous photos.
France Inter will also offer “a show on the words of feminism”, presented by journalist Giulia Foïs, while the start-up Jellysmack, specializing in videos for social networks, highlights self-transcendence with stories of athletes in “Determined”.
In mid-September, Le Monde, which has 1.45 million subscribers on Snapchat, had also announced to replace its daily edition in “story” format with a “Snapshow”, a new video format in which a journalist explains the main subject of news of the day, since the writing.
This type of partnership allows the media to reach a young audience and Snapchat to attract advertisers and retain its audience, the advertising revenues being shared between the two parties. According to Médiamétrie, Snapchat had 17 million daily users in France in July, including 9.6 million who are between 15 and 34 years old.
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