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OVERVIEW

OVERVIEW

Beginning in Autumn 2017, Snapchat partnered with The Daily and asked the newspaper to create Publisher Stories for the University of Washington. I joined the Snapchat publishing team in January 2018 and created 5-7 snaps every other week, aiming to garner greater viewership.

Beginning in Autumn 2017, Snapchat partnered with The Daily and asked the newspaper to create Publisher Stories for the University of Washington. I joined the Snapchat publishing team in January 2018 and created 5-7 snaps every other week, aiming to garner greater viewership.

OVERVIEW

Beginning in Autumn 2017, Snapchat partnered with The Daily and asked the newspaper to create Publisher Stories for the University of Washington. I joined the Snapchat publishing team in January 2018 and created 5-7 snaps every other week, aiming to garner greater viewership.

Timeline
Jan 2018 – Jun 2018

TIMELINE   Jan 2018 – Jun 2018

TIMELINE   Jan 2018 – Jun 2018

Context
The Daily UW

CONTEXT   The Daily UW

CONTEXT   The Daily UW

Team
Monica Niehaus, Chloe Yeo, Casey Jacobson

TEAM   Monica Niehaus, Chloe Yeo, Casey Jacobson

TEAM   Monica Niehaus, Chloe Yeo, Casey Jacobson

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GOAL

Our team's priority was to improve viewership. We approached this challenge by identifying trends in our Snapchat analytics in order to design our snaps more effectively and appealingly to promote retention and sharing of content.

Here are some things we noticed:

  • Drop-off rates start high right off the bat, so snaps earliest in the story should be visually strongest
  • Our viewer demographic is consistently more female than male
  • Users are more likely to screenshot, share, and swipe up to the attachment if visually or textually prompted 
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analytics1

Increasing viewer interest

Using different techniques, including taglines to pique interest and arrows and bubbles to remind the viewer to swipe up, I was able to help improve the conversion rate of viewers who swiped up to view the attachment.

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More engaging visuals

Knowing that viewers responded well to highly visual and active animations, I incorporated and experimented with a variety elements, such as illustrations and videos, to keep viewers interested in watching more and staying in the snap story longer.

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RESEARCH & INSPIRATION

To get ideas about how I could improve my animations, I observed animations of different Snapchat publishers. I paid particular attention to the presentation and treatment of text, photography, and illustrations, and looked for elements such as transitions in and out, usage of masks, and other movements.

Publishers I was particularly influenced by included Refinery29, The Washington Post, and GQ, for their clean visuals.

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Thanks for reading!