Snapchat is one of the most popular mobile apps among millennials here in the US and around the world and CNN is the leading news provider on the app. By delivering customized daily editions in the Discover section, CNN's Snapchat channel keeps this young mobile audience up-to-date and informed with the most pressing, interesting and impactful reporting of the past 24 hours. Everything we do on the platform is smart, informative, beautiful and importantly bespoke for the app.
As a launch partner for Discover, CNN has sought and succeeded in defining what news looks like on Snapchat. Snapchat Discover was a brilliant opportunity for CNN to reach an active engaged millennial audience of millions. There were of course some challenges- we needed to make sure our stories and editions were native to the platform. We had to get comfortable with vertical video, motion graphics and swipe-able content. We had to talk with, not down, to this younger demographic and we had to include stories/topics that were of interest to this audience.
To millions upon millions of monthly users, we provide an immensely engaging news experience within Snapchat. We break down complex topics- from a data visualization on Muslims in America to a vertical video explaining the US Electoral College. We tell global stories in a defining Snapchat way- from engaging our audience on issues like global climate change to creating impactful special editions on breaking global events like the Brussels terrorist attack. We also give our audience a front row seat - from exclusive CNN Snapchat interviews Donald Trump, Hillary Clinton and Bernie Sanders to special convention coverage and live updates on election night. The audience on Snapchat has responded with impressive subscriber, engagement, unique and returning users.
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