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From the 9th Annual Shorty Awards

PEOPLE and Snapchat Discover Channel

Entered in Snapchat


PEOPLE's channel plays a key role in expanding the brand's reach and influence among a younger, millennial audience, with its own unique voice and lens for celebrity news and pop culture. Long-running franchises and tentpoles have been reimagined and reinvented for this evolving, mobile platform, changing the way we engage and connect with our audience.

Strategy and Execution

As one of the premium roster of brands selected to create a Snapchat Discover channel, PEOPLE owns the celebrity and entertainment space on the platform, with highly curated daily editions serving an ever-growing audience.

PEOPLE's editorial department creates a daily edition, tailored specifically for this mobile audience. Each edition is comprised of 15 pieces of hyper-engaging content, and is live for 24 hours, when it is then replaced by the subsequent day's edition. Each story is led by a dynamic image custom-created by our Snapchat design team (these designs are called a "Top Snaps"); users swipe up to engage in a long-form content experience and tap to proceed to the next story in the day's edition. Additionally, users also share Snaps with each other, creating a coveted social community that's a natural fit for PEOPLE's content.


PEOPLE has unlocked a new revenue stream with the ability to monetize on a social platform. PEOPLE's partnership with Snapchat is evolving how advertisers craft and develop messaging, especially with video, for a platform as specific and unique as Snapchat. PEOPLE is able to drive this innovation by bringing these opportunities to our valued brand partners

Snapchat's audience is highly millennial. PEOPLE's presence on the platform gives the brand the ability to speak to this demographic and create the next generation of PEOPLE loyalists.

Snapchat is also helping to evolve PEOPLE's digital content strategy and engages our editors to think about new and innovative ways to present PEOPLE's content on emerging platforms.

PEOPLE is one of the top-trafficked channels on Snapchat's Discover with content that has one of the strongest rates of engagement of any brand on the platform.


Video for PEOPLE and Snapchat Discover Channel

Entrant Company / Organization Name

Time Inc./PEOPLE


Entry Credits