A year after they jumped on, The Economist gets over 7 million viewers a month on Snapchat.
Their daily Snaps are deep topical dives into things like racial divisions, vaping, the possibility of another cold — or World — war, and office predators. The experience is true to the medium (brisk, anonymous-but-personal) but also true to the brand (highly produced, perfectly-researched, documentary-style editing). Surprisingly, some of the visual design can be downright hideous: for a timeline of sexual harassment, they choose to go with white, drop-shadowed text against a background image of a cave painting. “Others are “top-Snap only” content. These often have lots of text on them... intended to be shareable/screenshot-able primers on a topic.” Huh. The ads are programmatically annoying (I got one that promised more Instagram followers). But I love how The Economist is using the platform, as do millions of Snapchatters. This day in the life of Lucy Rohr, their Snapchat editor, is revealing, and it's the only reason I have exhumed my Snapchat app after my short-lived and bewildered run-in with it many years ago. Okay fiiiiine, I also want to Boost My Brows.