Self Magazine’s Snapchat Takeover Wants to Help You Have the Best Week Ever

'Health and wellness shouldn't be a chore'

Headshot of Sami Main

"Even the most motivated woman has a day where she feels like eating some cupcakes while drinking a couple glasses of wine."

Joyce Chang, the editor in chief of Self magazine, knows that not every week will be your best week ever. But the magazine's special edition takeover on Snapchat's Discover section aims to help you achieve just that.

"Women are individuals, and Self understands that they go through lots of moods and feelings and situations on any given day," said Chang. "Our mission is to bring wellness to everyone."

Self doesn't currently have a profile with Snapchat Discover, a platform where up to a couple dozen publishing brands have a daily presence, but will have the chance to take over on Sunday, Nov. 6.

This was a combined effort between Self's editorial, design and creative teams to create a 15-snap long story.

"We wanted to present our audience with small things you can do to make a big difference throughout your week," said Carolyn Kylstra, the executive digital director for Self.

"There are different ways to feel good and take care of yourself," said Kylstra. "We'll show you things like a five minute trick to stop your mind from racing, or small things to do before 8 a.m. to have a healthier day, or even reasons why you should start your week off with an orgasm."

While readers can interact with those tips and tricks within Snapchat, which includes some articles you can swipe up to investigate more on, Self's magazine edition goes more in-depth. In essence, the magazine is providing a "360-degree experience" for its audience.

"Health and wellness shouldn't be a chore," said Chang. "This Snapchat special edition is basically like 'health candy.' We want to engage wherever we can, like a motivation store that's open 24/7."

That broad strategy appears to be working for their social presence. Self's social visits are currently up 138 percent year-over-year.

"We're speaking the language of wherever our readers are," and Kylstra. "One of the snaps is just a checklist to help you have the Best Week Ever—things like loving yourself or going for a walk. There's things you can do every day to take care of yourself, even if those things are small."

"You need those 'cupcakes and wine' days as much as you need the triumph of crossing the finish line," said Chang.

"We'll celebrate with you when you want someone to cheer you on, but we're also on the couch with you when you want to just watch Netflix," she said. "This is called modern life. It's just the way modern women live."

Self's social strategy is rooted in understanding that every one of their readers is different, and they're feeling the momentum of that message.

Partnering with Snapchat for this special edition made sense, as they're both "mission-minded organizations." Self is one of the first Condé Nast properties to get a special edition. Additionally, they're the first brand to get two of these deals at the same time; watch for their next special edition, which will be all about how to start your new year off properly.

"A woman who cares about feeling good could be 22 or 40 years old," said Chang. "Feeling good is personal."

@samimain Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.