Monthly magazine first Swedish news outlet to produce daily Snapchat TV showPhoto: Snapchat/Press

Monthly magazine first Swedish news outlet to produce daily Snapchat TV show

Publicerad: 02 February 2016, kl. 11:49

Monthly magazine Veckorevyn becomes the first Swedish news outlet to produce a daily television show on Snapchat.

Adam Jönsson
 

Irena Pozar will host Beautytude, which is described as a beauty show with attitude.

‘‘Veckorevyn’s target audience loves Snapchat. Three out of four girls are using Snapchat today – so it was obvious to us to be the first media house in Sweden to launch a social TV concept for this particular channel,’’ says Frida Boisen, head of digital at Bonnier Tidskrifter, which publishes the magazine.

The show will run two minutes in length and feature a new beauty story every day. Beatuytude will go live at 4 p.m. (GMT+1) and be available for 24 hours following the broadcast.

‘‘When I was younger I was often told that beauty doesn’t match with feminism and girl power. But it does,’’ Pozar says. ‘‘It’s a way for girls to express themselves in different ways and if you do it zestfully, beauty is truly the best hoppy in the world. I want to show that and to do it on Snapchat is bang on – this is where young girls are.’’

Snapchat has become an important social media channel in Sweden. Sixty-two per cent of Swedes in the 12-25 demographic use the app daily, according to the report Svenskarna och internet 2015. Eighty-two per cent have used it at least once.

Bonnier Tidskrifter’s television department WoWat is producing Beautytude. Swedish makeup brand IDUN Minerals is joining as sponsor.

‘‘We have some of the best social TV creators in Sweden. We are an amazing team of creative brains that is always thinking about how something can be funnier and better, we want to create content that our users love to experience,’’ says Josefin Lind Andersson, TV producer at Bonnier Tidskrifter.

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