ITV Announces Snapchat Partnership

ITV has announced a new partnership with social media platform, Snap, the owner of Snapchat, to create content to consumers for the upcoming FIFA World Cup 2022.

Along with the World cup, ITV will publish short-form content from their most popular reality show on the social media platform.

The deal will seek to engage the younger generations as the platform reaches more than 90% people between the ages of 13 and 24.

The pair will also collaborate on custom augmented reality lenses, which will create an immersive viewing experience.

Additionally, Snapchat will host ‘made-for-mobile’ content through their discover feature, which is one of the platforms largest growing with 188 international channels being launched in 2021.

Head of UK partnerships at Snap, Lucy Luke, said: “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.”

“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,” she said.

Director of digital & creative partnerships at ITV, Bhavit Chandrani, added: “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.”

“This partnership is a great opportunity for us to continue to engage with this community and our audiences in a new environment,” he said.

The deal comes after ITV announced a two-year partnership with social media platform, Twitter, which will see over 1,200 hours of sports content published from the 2023 Rugby World Cup, 2022 FIFA World Cup and Emirates FA Cup.