NBC thinks millennials want to get their news from Snapchat. CNN agrees.
So on Monday, CNN launched a daily news show exclusively for Snapchat in an effort to get more video in front of more young people.
The show, called “The Update,” will run three to five minutes long and publish at 6 pm ET each day. CNN will update the show with breaking news throughout the evening and early morning before the next day’s episode airs.
This daily news show will replace CNN’s existing publisher story, one of the magazine-like “editions” that CNN and other publishers create daily for Snapchat’s Discover section. CNN was one of Snap’s initial publishing partners; it has been creating editions for Snapchat since early 2015.
“We are a more video-centric news organization,” explained Samantha Barry, CNN’s head of social and emerging video, in an interview with Recode. “It’s a huge opportunity for us to introduce our reporters and anchors and some of the best experts in the field to this whole new audience.”
Big media companies think that bringing the news to Snapchat is a good idea. NBC launched a twice-daily news show back in July and said it would dedicate a full 30-person staff to producing the episodes. NBC said it had 29 million unique viewers for that show in its first month.
It’s also worth noting that both CNN and NBC have good reasons to get involved with Snapchat. CNN’s parent company, Time Warner, committed $100 million to creating shows and buying ads on Snapchat earlier this summer.
NBC parent company, NBCUniversal, invested $500 million in Snapchat when the company went public back in March. NBCUniversal has also invested in BuzzFeed and in Vox Media, which owns this website.