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Brief Published: 19 Feb 2016

Snackable TV on Snapchat

Tribeca Snapchat Shorts

Mobile social platform Snapchat has signed a deal with US media company Viacom. The agreement will increase Viacom's presence on Snapchat, and allow advertisers to buy ad space on the app alongside spots on Viacom TV channels like MTV and Nickelodeon.

Consumers' preferred media channels are diversifying, with Gen Z showing a strong bias for mobile platforms. For instance, one of MTV's Snapchat stories covering its 2015 Video Music Awards drew 12 million views – versus an audience of only 9.8 million for the live event across 10 of Viacom's TV broadcast channels.

To keep up, publishers are breaking down their storytelling into snackable formats for distribution on Snapchat. US magazine Cosmopolitan has partnered with US broadcaster Lifetime for Fall Into Me – a video series of romantic stories aimed at millennial women. Each story is roughly 15 minutes long, broken down into five-minute episodes that are published through Cosmopolitan's Snapchat Discover channel.

Meanwhile, Snapchat further pushes what is possible within its quick media bursts. Yesterday, it announced Tribeca Snapchat Shorts, a short film competition in collaboration with Tribeca Film Festival. Guidelines stipulate the shorts should be shot vertically, can't exceed 200 seconds, and must be filmed and edited within Snapchat. A jury of Snapchat and Tribeca Film Festival team members as well as filmmakers and Snapchat influencers will pick the winners, whose work will be featured on a dedicated Snapchat Discovery Channel.

For more on engaging consumers with mobile video, see State of Mobile Winter 2016 and New Video Marketing Strategies, and look out for our upcoming report on Live-Streaming Strategies.