Snap Inc launches Snap Originals, offers short ad slots to brands

Snap Inc has announced the launch of Snap Originals and the debut of serialised shows, including its first formal slate of scripted shows and docu-series. Every show will have a dedicated profile page where Snapchatters can easily find all available episodes and seasons to watch at once. Each episode averages five minutes in length, and brands can purchase ‘commercials’ within shows — Snap's recently launched six-second, non-skippable ad format.

Snap Originals will be available on the Discover page to Snapchat users globally, or by searching for the title using Snapchat’s Search feature. Snap is also introducing new product features that will make it easier for viewers to discover, watch and interact with Originals and all shows on Snapchat.

Snap has created portal Lenses for several of its shows, enabling users to swipe up from an episode of the show and literally walk into a scene and interact with the objects and characters to deepen their experience. It has also developed custom interactive Lenses, including reaction Lenses for some of the shows’ most riveting scenes that will enable and encourage Snapchatters to share the experience with their friends.

Building upon its vertical video content platform designed exclusively for mobile, Snap is moving mobile TV forward with series from some of the industry’s biggest names, including Bunim/Murray Productions, the Duplass Brothers’ DBP Donut and Brad Weston’s Makeready as well as established film and television writers.

Since the beginning of the year, Snap has nearly tripled the time viewers spend engaging with its shows.

In addition, Snap also announced that NBCUniversal extended its content production commitments through 2019, and Viacom has committed to creating 10 new Snap Originals. Viacom also committed to syndicate at least 500 episodes of its shows to the Snapchat audience.

“Over the last two years, our highly engaged and loyal audience has helped to define what mobile content should look like — vertical and hyper-visual in a way that draws you in quickly and makes you want to return,” said Nick Bell, Snap’s Vice-President of Content.

“We’re proud to be working with some of the industry’s most-talented storytellers to bring new and innovative shows to our community and are thankful to be extending our partnerships with NBCUniversal and Viacom to create even more content for Snapchatters worldwide.”

Snap Originals launch video: