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Snapchat plans French language content

News, 16 September 2016

PARIS/LOS ANGELES: Snapchat plans to launch its Discover service in France, marking the first time that the image-messaging and multimedia app will provide content in a language other than English.

Snapchat says Discover has more than 100m monthly users around the world and that it is popular in English-speaking countries outside of the US, but its expansion into France signals the next stage of its international strategy, the Wall Street Journal reported.

Eight launch partners are joining forces with Snapchat Discover in France, including five French media groups and three American publishers – Vice Media, Cosmopolitan and Tastemade, the food and lifestyle digital media firm.

The French media companies taking part in the Snapchat initiative include well-known names, such as sports media group L'Équipe, Le Monde newspaper, the magazine Paris Match, as well as digital publisher Melty and Konbini, the online cultural news portal.

Snapchat already has eight million daily active users in France and the company and its media partners see opportunities to tap into this young and active European audience, the Journal added.

A new office will open in Paris at the beginning of October and it will be headed by Emmanuel Durand, who joins Snapchat from Warner Bros. Entertainment where he was SVP of Marketing, Data and Innovation for France and Benelux.

"Since January 2015, Discover has been a place for Snapchatters to explore Stories from expert editorial perspectives. Starting today, Snapchatters in France will for the first time have French content to explore on Discover," Nick Bell, VP of Content at Snapchat, told VatorNews.

"We're delighted to have Le Monde, L'Équipe, Paris Match, Melty, Konbini, Vice, Cosmopolitan, and Tastemade as our partners, each bringing something unique to our growing audience in France."

Further evidence of Snapchat's ambitions to expand its presence in Europe came in comments from the company's Chief Strategy Officer.

Speaking at the Dmexco digital conference in Cologne, Germany, Imran Khan told delegates that about 50m of Snapchat's daily active users are based in Europe.

"The company started as sending just snaps – just pictures," he said in comments reported by Adweek. “We've evolved significantly with almost a dozen products that are loved by hundreds of millions of people around the world."

Data sourced from Wall Street Journal, VatorNews, Adweek; additional content by Warc staff