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Offbeat Snapchat thinks being more like TV will save it

15:26  11 october  2018
15:26  11 october  2018 Source:   qz.com

Facebook tests Snapchat-like map for Nearby Friends

  Facebook tests Snapchat-like map for Nearby Friends Facebook's eagerness to replicate Snapchat features might extend beyond particularly conspicuous elements like Stories and selfie filters. The company has confirmed to TechCrunch that it's testing a rework of Nearby Friends that introduces visuals uncannily like Snapchat's Snap Map.While the conventional list is still there, testers can see friends grouped by city and neighborhood.You'd have a better sense of whether or not a friend is town without having to read a sea of text.It's uncertain if this will become a standard feature.

Snapchat thinks it has better ads than television , and way better ads than other digital video competitors, according to the Snap S-1 filing. So the two dominant forms were lacking, according to Snap. But the company found some light in television ads, which its community of users enjoyed "the

Snapchat started as something completely foreign to us all: it was a camera that didn’t save When Instagram Stories launched well over a year ago, I thought it was cute, but couldn’t understand why Snapchat ’s discoverability looks more like this: I think , after years of being an active Snapchat user

a close up of a computer© Provided by Atlantic Media, Inc.

Snapchat is still trying to make mobile TV happen.

The smartphone app, which began releasing five-minute reality, news, and lifestyle shows last year, launched its first slate of scripted original series today (Oct. 10). It’s rolling out about half a dozen shows this month that were made by TV creators specifically for Snapchat, and another six are slated to follow. They include a docuseries about teenage drag queens from the producers of Keeping Up With the Kardashians, a drama about a true-crime podcast that turns all-too-real, a series of horror shorts, and a comedy about college life, among others.

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However: If they have accessed the Snapchat server in the meantime, by opening their Snapchat app, the snap has been saved to their device, and nothing And it gets worse: If they are so inclined, they could use a number of different apps to save the snap permanently, much like recording a song from

But Snapchat is taking the steps it thinks it needs, like focusing deeper on global news events versus only local stories, to grow into a media destination. Between the breaking news from the Snap team, the new wave of shows from its Discover partners, and its outreach to Hollywood for more original content

Unlike regular TV, Snapchat originals are all shown vertically, the way people normally hold their phones. Each season is about 4-12 episodes long, with episodes dropping daily—in an attempt to keep Snapchat users returning to the app each day. They use quick cuts, split screens, and motion graphics to tell the story, and (hopefully) hook viewers, in five minutes. Similar to traditional TV, the shows include commercial breaks you can’t skip, which are each about six seconds long.

Snapchat is betting that being at the forefront of mobile TV with serialized shows will bring more people to the app, and keep them coming back regularly. Since going public under its parent company Snap in 2017, Snapchat has struggled to grow its user base. It had 188 million daily active users (pdf) at the end of the second quarter of 2018, just an 8% increase from the same period a year earlier. It’s been hurt by a poorly received redesign, and competitors like Facebook and Instagram that have copied some of its trademark features like Stories.

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There are practical reasons for Memories, namely that saving snaps to your phone either leaves you vulnerable to losing that phone (and your The more important point, though, may be that Snapchat has outgrown its original premise. As it becomes the default messaging app for more people—over

Unlike Facebook, Snapchat was thinking earlier on about how to woo advertisers and create a business, and it was introducing its product to advertisers who were primed to embrace social media opportunities. (Facebook had broken them in years earlier.) In October 2013, two months before

An analyst report from MoffettNathanson said the company was running out of cash and may need to raise new funding next year, which sent Snap shares down to a new low of $6.74 at yesterday’s close. It went public at $17 a share in March of last year.

Snapchat isn’t the only company reimagining TV for smartphones. Instagram launched an app for vertical, hour-long videos called IGTV this year. Media magnate Jeffrey Katzenberg is developing a new platform that wants to bring HBO-quality series to smartphones. A startup called Dreams is reformatting traditional TV programming to work on mobile. And, even Netflix, where people already watch TV on their smartphones regularly, is experimenting with vertical formats.

The production quality of Snapchat’s new originals is a step above the unscripted, news, and lifestyle programs Snapchat started rolling out a year ago. Still, they’re not of the same caliber as Netflix’s Stranger Things or HBO’s Game of Thrones. They’re more in line with a truncated version of what you’d find on a cable channel like Freeform or E!.

To help its shows stick, Snapchat is introducing pages for its originals series that will make them easier to find. It’s also promoting the series with features like its augmented-reality lenses, which will allow people to interact with scenes from the shows.

Snapchat's latest Lens creation tools bring 2D objects to life.
It might be easier to create and share Snapchat Lenses these days, but Snap clearly knows they need a little more panache. 

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