- 08 May 2017
Snapchat Discover is just two weeks old in Germany, but publisher Spiegel Online is betting big on the platform to reach the app’s coveted young audience.
Spiegel Online, one of Germany’s largest news publishers and one of the Discover launch partners (along with Bild, Sky Sport and Vice), dedicated 10 people with text, video and motion design backgrounds to create a daily Discover edition, drawing from other parts of the company and new hires.
Ten people is a big investment for the company, especially given Snapchat is new and therefore relatively unproven in the German market. But while Spiegel Online has 18.3 million monthly online users (source: Arbeitsgemeinschaft Online Forschung, Germany’s equivalent to comScore), it struggles to reach the young audience that are Snapchat’s core users.