Hearst Experiments With Pop-Up Snapchat Channels

Limited-run channels on a short-form app.

Hearst has joined the ranks of publishers experimenting with pop-up channels on Snapchat’s Discover section.

Recently, Seventeen launched a pop-up channel titled Seventeen Prom, with content tied to that annual special/awkward event. The channel was successful, so Hearst plans to add more pop-ups from its many brands, including Harper’s Bazaar and Elle.

The appeal of the pop-up channels is that they (hopefully) stand out on the Discover section. Since there’s no way to “move to the top” of Discover—Snapchat rotates the brands randomly throughout the day—a pop-up channel that is tied to an event can make it seem worth checking out.

Troy Young, president of Hearst Magazines Digital Media, told Digiday that regardless of the success of the pop-up channels, Hearst is all in on Snapchat.

“Snapchat is part of your daily routine,” he said. “Therefore, the frequency of usage is very high. It’s a great place to tell stories every day.”

Young is talking about millennials—not himself—right?