Most Snapchat Discover channels cover the same topics, but Rated Red represents a departure from the platform's norm. Its stories target a heartland millennial audience that is underrepresented in the entertainment space. By covering exhilarating news, Christmas gift ideas and military related content, Rated Red's Snapchat Discover Story reaches a new audience on the platform and help Snapchat diversify its traditional user base.
The strategy for this piece, as well as Rated Red's Snapchat Discover as a whole, is to create novel content unlike anything found elsewhere on the platform. There is no other publisher speaking directly to the heartland millennial audience like Rated Red. The key to being unique is the content choices you make, and we exemplify that. Rated Red also uses a video-first strategy on Snapchat, unlike brands still relying on text-based articles. Snapchat is a visual medium first, and Rated Red embraces that with its production style and content.
This was a successful edition for Rated Red, as over 1 million unique viewers consumed it for a total of nearly 11 million views. Our audience enjoyed the content, and as a publisher, that is our most important priority.
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