“Snapchat needs reasons for teens to come back every day as it struggles to grow amidst competition from Instagram, so it’s capitalizing on its Los Angeles roots. Today Snapchat unveiled its fall slate of a dozen “Original” video shows including its first scripted programs from top producers like Keeping Up With The Kardashians creator Bunim/Murray and Friday Night Lights writer Carter Harris. There’s the supernatural soap opera Dead Girls Detective Agency, college comedy Co-Ed, and a docuseries about the “cash me outside” girl Bringing Up Bhabie.
The Snapchat Originals will appear in Discover, which will soon have a dedicated section for Shows, as well as new permanent Show Profile pages available through Snapchat search where users can sign up for push notifications when each episode is released. Reaction lenses make it easy to post about a Show’s biggest moments. And with new Show Portal lenses, users can stick an augmented reality doorway in their Snaps that they can walk through to explore a scene from the Show and then tap to watch that Show, allowing them to spread virally.
“Time spent watching shows on Snapchat has tripled this year alone” Snap’s VP of Original Content Sean Mills tells me. The stats on Snap’s previous 60 shows from CBS, Viacom, the NFL and others since the project launched two years ago made it clear there was an opportunity to double down, especially as original mobile programming efforts like…………………………”