Looks like Snapchat is going into show business.
Speaking Wednesday at the Edinburgh International Television Festival, Snapchat’s head of content Nick Bell said that the social media platform was likely to push into original scripted content through it’s Snapchat Shows feature by the end of the year.
“Mobile is the most complementary thing to TV that has been around,” Bell explained, insisting that Snapchat wasn’t trying to take attention away from traditional broadcasting, and thus killing TV as we know it. “We’re really capturing the audience who are not probably consuming TV at the same rate and pace of engagement that they once were.”
Now while Snapchat Shows have been around under the Discover section of the messaging service, most of the content has been produced through deals with major media companies such as NBC, ABC, the BBC, Vice Media and a $100-million agreement with Time Warner penned out in June. Instead of paying for the content themselves, Snapchat relies on it’s partners to finance the video content.
These partnerships include the Snapchat Show offshoot to “The Voice” and ABC’s “The Bachelor,” which helped both shows ratings.
However, Snapchat is now moving into original scripted content that will take on the same form as past partnerships, including a three to five minute length and staying away from long form content.
With the success of the Snapchat Show and SnapperHero, the first branded series created only for Snapchat, this venture might end up being lucrative, according to Bell.
“We’re still in early stages, and that certainly bodes well for the future,” he said.