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Digital network mitú is hoping to make Latino-focused content more mainstream. The company has officially launched its own channel on Snapchat Discover, marking the company’s latest push to bring more eyeballs to its content. It also underscores Snap Inc.’s efforts to bring more diverse content to its Discover platform, which is already home to media companies.
Chief Marketing Officer Danny Johnson pointed to research that suggests U.S. Latinos are two times more likely to share content and that they share nearly five times as often, leading to heavy, cross-cultural influence.
Mitú, which launched in 2012, now drives more than 400 million monthly views, with over 96 million people in the U.S. engaging with its content monthly.
In the U.S. today, there are over 56 million Latinos and 60% of them are under 34 years old, according to Pew research.
The channel will feature at least 10 daily videos, articles or images. The content will be a mix of nonfiction and fiction, focusing in on humor, food, family, relationships and other topics.
The content will continue to be anchored in the brand we’ve built – an unapologetic point of view speaking to the 200% – 100% American and 100% Latino