NO SNAPCHAT SCROOGES: Like Santa Claus’ elves, the 22-person editorial team at Sweet has been working hard to determine the right gifts for the holidays. On Friday and Saturday, the media property that’s a partnership between Snapchat and Hearst is unveiling a gift-guide edition on Snapchat Discover spotlighting its picks for presents sure to be sensations in Millennials’ stockings.
Ross Clark, vice president and general manager of the digital channel, said Sweet has produced 75 to 85 snaps daily for the two-day run of the gift guide, compared to its regular production of 12 to 14 snaps daily. He noted there’s no long-form guide content and the snaps are of the 10-second-or-less variety. On Friday, the gifts showcased will be largely affordable, while on Saturday luxury offerings will be in the mix.
“We wanted to create this generation’s version of the ultimate gift guide or the ultimate Barney’s window, and we wanted to take advantage of all the different functionality on Snapchat,” explained Clark, detailing that a series of interactive, stop-motion GIFs serve as an organizational tool for the gift guide. Talking specifically about the gifts in the guide, Clark added, “We have many more gifts featured at the lower price points than the upper price points because a lot of the Snapchat audience is young and is probably not buying $5,000 items all the time.”
Commerce is certainly not forgotten in the gift-guide content, which is sponsored by Maybelline. Clark underscored the names and prices of products as well as web sites where they can be obtained will be easy to spot. Sweet anticipates extensive screen-shotting and saving of the gift-guide snaps for shopping lists. “We have seen incredible engagement in terms of people saving different products that have been on Sweet. We designed with that in mind,” said Clark. Giving an example of in-bound traffic crashing Renee Rouleau’s web site upon Sweet highlighting the skin-care brand, he indicated an appearance on Sweet drives interest in a brand’s products.
Clark disclosed Sweet pulls in 16 million unique visitors monthly and an average of 1 million daily. He said the goal of the special holiday gift content is to attract new visitors and suggested that a unique Sweet logo tied to it could recruit fresh eyes. “If you think about the Snapchat audience, this is a group of young people who have an incredibly veracious appetite for the platform and are checking it multiple times a day. They are very attuned to what is going on on the platform, and are always looking for exciting new stuff,” he said.
Sweet’s holiday guide is the latest in themed content from the media outlet. It has wrapped editorial coverage around its one-year anniversary, music, books and Fourth of July. GE Appliances backed the United States of Sweet content timed with Fourth of July, and Clark emphasized that initiative “really saw incredible performance across the user and advertising part of it.” He concluded, “When the brand messaging syncs with the editorial theme, you can see some really fantastic results.”