Snapchat expands its media content in France and joins forces with the M6 ​​group

Snapchat, network very popular with young people, announced Thursday a partnership with the M6 ​​group, thus continuing to expand in France its section “ Discover “, which offers content produced with the media to build audience loyalty and attract advertisers.

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Launched five years ago with eight partners (Le Monde, Paris Match, L’Équipe, Melty, Cosmopolitan, Vice, Konbini and Tastemade) “ Discover ”has hosted around forty media (BFMTV, 20 Minutes, Brut, Vogue, Society, France TV, Topito, MAD, Arte, Chef Club , Loopsider, O1 Net, Le Figaro, RMC, Mademoizelle.com, Current Cuisine, Radio France , Europe 1, Bein, Le Parisien, Marie Claire, Cuisine Actuelle, Geo …).

Hugo Travers, Top chef, Nightmare in the kitchen …

Thanks to the new alliance announced with the M6 ​​group, “ Discover ”will offer this season“ extracts from emblematic programs of M6 and W9 ”, From“ Top chef ”to“ Best pastry chef “, Passing by” Search Apartment or House “or” Nightmare in the Kitchen ”, all in“ vertical format ”, Snapchat announced in a press release. What to develop “ the influence and notoriety ” of the brands of the M6 ​​group on the digital and among young people, argues Snapchat, according to whom “ 13 million “French users” watch at least one Discover program every month “.

Another announcement, the arrival of youtubeur Hugo Travers on” Discover “With its popular news digest” Hugo decrypts “. Paris Match, which had ceased the adventure “ Discover ” in 2020, returns with the program “ Pic’s Story ”to tell the stories behind his most famous shots. France Inter will also offer “ a show on the words of feminism “, presented by journalist Giulia Foïs, while the start-up Jellysmack, specialized in videos for social networks, highlights the surpassing of oneself with stories of athletes in “ Determined “.

Mid-September, Le Monde, which has 1.45 million subscribers on Snapchat, had also announced to replace its daily edition in the format “ story ”with a“ Snapshow ”, a new video format in which a journalist explains the main hot topic of the day, since writing. This type of partnership allows the media to reach a young audience and Snapchat to attract advertisers and retain its audience, the advertising revenues being shared between the two parties.

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According to Médiamétrie, Snapchat had 17 million daily users in France, including 9.6 million who are between 15 and 34 years old.

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