Forbes is using Snapchat to reveal part of its “30 under 30” list of influential entrepreneurs, marking the first time the publisher is releasing content on a social network ahead of its own property, reports Lucia Moses of Digiday.
Moses writes, “Yesterday Forbes published about half the 30 names, including Margot Robbie, Simone Biles and Von Miller, on a popup channel on Snapchat’s Discover section. The popup was set to live for 48 hours, with the full list to be published on Forbes.com today. As of Christmas, Forbes was working with Snapchat to sell advertising into the channel but hadn’t confirmed any deals yet.
“The popup is part of an effort by Forbes to incorporate Snapchat-like elements into its mobile site. It’s also part of a broader effort to distribute more of its content directly to social platforms in 2017 without cutting back on what it’s doing on its own site, recognizing that people are getting their news in lots of different places and not necessarily coming directly to Forbes’ own channels, Forbes chief product officer Lewis D’Vorkin said. Forbes already publishes off-platform in the form of podcasts, Facebook live video, e-newsletter and to the voice-activated platforms Amazon Alexa and Google Assistant.
“‘I’ve been on over 300 sales calls, and it’s become very clear to me that as much as agencies and clients want to reach audiences on Forbes.com, they also want to reach audiences on other platforms,’ D’Vorkin said. ‘They also like the credibility we bring to the game.'”
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