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Snapchat Wants Black Teens To Boost New Scripted Shows Viewership

Snapchat Wants Black Teens To Boost New Scripted Shows Viewership

By CultureBanx Team

  • Snap Originals has 12 new scripted shows

  • 9 out of 10 black teenagers use Snapchat

Snap (SNAP +5.43%) announced 12 new “Snap Originals” scripted shows in effort to regain its popularity with the very coveted but fickle teen user group. African American teens are the first-movers in many ways when it comes to deciding what’s going to take-off on social media. Will these new shows be enough to get back in their good graces, impress investors and fend off Facebook’s (FB +0.25%) territory poaching Instagram?

Why This Matters: Teenagers and their technology are inseparable with 9 out of 10 black teenagers using Snapchat, according to a survey by The Associated Press-NORC Center for Public Affairs Research. Episodes of Snapchat’s new shows will try to engage this group and include six-seconds of non-skippable advertising, keeping in line with its current format of shows.

Teenagers and their technology are inseparable with 9 out of 10 black teenagers using Snapchat

Competition is steep in this space for example, Apple (AAPL +3.57%) has ordered 17 original series, including one about Kevin Durant’s childhood, which is sure to appeal to this demographic. The social media company plans on putting out new episodes of its shows daily, but they’ll be short averaging five minutes each, to stay in the sweet spot for mobile viewing.

African American teens are more likely than their peers to have access to smartphones, which could explain why they’re the biggest and most frequent users of mobile-friendly social media apps Snapchat and Instagram. “It speaks to the level of embeddedness of the technology in black youth’s lives and their willingness to move into new platforms more quickly than their counterparts,” said Amanda Lenhart, the lead researcher on the survey.

Situational Awareness: Snap has made inroads into video advertising but still has a small slice of the overall market. It’s nemesis Facebook will command 24.5% of all video ad spending this year at $6.81 billion including Instagram, according to eMarketer. They also estimate Snapchat’s U.S. video revenues will grow 19% to $397.3 million this year.

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