Influencers have long complained that Snapchat is less friendly for marketing than rival platforms like Instagram or Facebook. There's no ability to promote posts on Snapchat, for example. Even big stars have to be sought out without algorithmic assistance.
But Kylie Jenner, already the self-proclaimed most-viewed person on Snapchat, is now highlighting one powerful means of promotion on Snapchat: Get a show in its Discover section, where content appears whether users follow a brand or not.
Oh, and maybe get a TV show first.
NBC Universal's E! network said this week that it will introduce a weekly, six-episode Snapchat Discover series called "Ask Kylie" on Sept. 12. The series, which will feature Jenner's responses to questions from fans, is timed to promote the arrival of Jenner's new reality show on E!, "Life of Kylie."
It's E's second Discover series, following its twice-weekly gossip show "The Rundown," which the network says averages around 8 million viewers.
Snapchat delved into original content with its "Discover" feature in 2015, but at first featured mostly news-style shows and videos. Now legacy media companies -- BBC, NBC Universal, ABC -- are working to tap into the millennial-dominated market of Snapchat through original entertainment. And, as Ad Age reported earlier this summer, Snapchat may be rethinking its stance against brand placements and partnerships in its fledgling original programming.
All the big platforms are waging war for video viewers. Facebook is working on 30-minute TV-style programs, with a target age range of 13 to 34. Twitter has carried NFL games; this season those will stream on Amazon.
Jenner may have a Discover show by virtue of NBC Universal's relationship with Snapchat and a TV series that E! needs to promote. But don't expect it to be the last star turn on Discover.