Refinery29 targets young women with health and beauty information, drawing 25 million unique website visitors a month. Its Discover channel will feature tutorials, quizzes and recipes “programmed to inspire and empower women across every aspect of their lives,” the 11-year-old, New York City-based company said.
ESPN, Mashable and 11 other publishing companies in the United States already have a channel in Snapchat Discover, where the app’s users can read and watch professionally produced content. Snapchat Chief Executive Evan Spiegel has described the “editorial perspective” brought by Discover as a counterbalance to the app’s other featured content, which are collections of user-shot photos and videos.
Spots in Discover, which launched in January, have been coveted because of the time teenagers and young adults now spend using Snapchat. Publishers keep most of the revenue they generate from ads on Discover.
“This partnership will amplify our mission to inspire and empower women around the world, through a platform that plays a large role in our audience’s daily life,” Philippe von Borries, co-founder and co-CEO of Refinery29, said in a prepared statement.