Snapchat is expanding its cadre of Discover publishers to include Brit & Co, a media and e-commerce platform with a focus on DIY, but on a recurring temporary basis for big annual holidays and "seasonal moments" like back-to-school time.
The partnership begins Saturday with Brit & Co content keyed to Easter, including fashion tips, decorating ideas and recipes. Come Monday, the channel will vanish, then return periodically throughout the year, said Brit & Co CEO and founder Brit Morin.
Like year-round Discover publishers such as Daily Mail, Vice and Cosmopolitan, Brit & Co will share with Snapchat any revenue it generates from selling sponsorships and brand integrations around the content it posts.
Brit & Co previously ran a Snapchat channel late last year around the winter holdays.
"Snapchat worked with us because we have such an archive of holiday themed content, DIY and recipes, especially around the holiday period," Ms. Morin said. "The channel was successful and Snapchat asked us to be their partner for the rest of 2016."
Brit & Co will create Snapchat content for Mother's Day, Father's Day, the Fourth of July, Halloween, Thanksgiving and Christmas. "The highly designed blends of video, animation and text like we publish on Snapchat typically perform 10x better than traditional content on our social platforms," Ms. Morin added in an email.