Inside Snapchat’s sports content strategy: 'We sit and we think, what are we missing?' - SportsPro Media
Spiegel’s leadership as chief executive has been the subject of scrutiny and conjecture. Yet both of those narratives are a little too crisply trimmed, even for the social media age. For all its growing pains, Snapchat retains a core daily audience of 186 million users, who spend an average of 30 minutes a day on the platform. “There are moments in time where people really come together and engage with these events and some of these athletes and teams in a way that’s unlike any other vertical,” says Snapchat senior partnerships manager Juan David Borrero, Snap’s 23rd employee, speaking to SportsPro in late December. Not only do these programmes offer the interactive and graphical flourishes that are Snapchat’s hallmark, and the opportunity to swipe up and access more content – from video to messaging to additional links – they will also provide other means for partners to make money. I think the ability to bring in a lot of quick, hyper-visual content – mostly around highlights – is a big opportunity.”. For Snapchat – as for so many other media companies – partnerships with sports organisations and publishers is about capturing the attention of users and generating activity on its platform.