ITV, the UK’s largest commercial broadcaster, has penned an agreement with Snapchat to bring short-form content from its biggest shows to the social media platform. The content partnership will bring clips from the 2022 FIFA World Cup, Love Island, and I’m a Celebrity… Get Me Out of Here! to Snapchat Discover.
Through Discover, Snapchatters can watch, share, and discuss the latest from the Love Island villa – including first look, daily episodes, weekly round-up, and Love Island Aftersun. For football fans, there will be build-up and official highlights from this winter’s FIFA World Cup tournament.
“We’re really excited to be partnering with Snapchat – the Gen Z community on Snapchat is highly engaged and we’re keen to offer them the opportunity to view ITV content in different ways,” said Bhavit Chandrani, Director, Digital & Creative Partnerships at ITV. “This partnership is a great opportunity for us to continue to engage with this community and our audiences in a new environment.”
ITV and Snapchat are also partnering to create custom augmented reality lenses for selected shows.
Meanwhile, advertisers can align with ITV’s content via Snap’s commercials format. The social platform has created a new ‘Snap Select’ bundle called ‘Best of British’ that will enable advertisers to access show from British publishers and broadcasters.
“Our mission is to make Snapchat the fastest way for our community to be informed and entertained by a trusted group of diverse publishers and storytellers,” said Lucy Luke, Head of UK Partnerships at Snap. “We are thrilled to partner with ITV and continue to grow our slate of UK broadcasters on Discover. This partnership aligns with our strategy to provide Snapchatters with the best shows that are tailor-made for mobile.”