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Snap bolsters original content line-up

Snapchat has announced a flurry of new vertically oriented made-for-mobile Snap Original content as it seeks to grow its premium offering for members.

A variety of genres are covered in the latest release including a docuseries charting the rise and fall of the rapper Tekashi, from a chart-topping artist to his current spell behind bars. This will be augmented by the Players drama series charting a homeschooler tracking down his vanished online classmate and Driven, a look at the young entrepreneurs driving high-end vehicle sales.

Other material will include a mix of unscripted shows, serialized, scripted dramas, thrillers and comedies among eight new programmes to be launched in total, with a further three series being renewed for another season.

In a statement, Snap wrote: “Snap Originals are made for the unique behaviours of mobile. Each episode averages five minutes in length and brands can purchase Commercials within these shows, Snap's six-second, non-skippable ad format. 

Snap recently announced new video ad features for advertisers, including the ability to add swipe up actions to Commercials. In Snap Ads, advertisers can now optimise for 15-second video views and the duration of skippable Snap Ads is increasing to a max of 180 seconds. These improvements provide advertisers with an easy-to-use, robust set of options to more efficiently reach Snapchat audiences.”

The new shows will all debut on Snapchat’s Discover page this autumn.

Featured by The Drum