The dedicated Spanish language channel on Snapchat Discover is a collaboration between Vogue International and the Spanish and Mexico y Latin American Vogue teams.
The combined knowledge and reach mean unrivalled coverage of global fashion, beauty and lifestyle stories for a Spanish-speaking audience around the world, says Condé Nast International. It will be launched globally as a weekly edition every Friday.
Since launching Vogue Paris in July 2017 and British Vogue in August 2017 on Snapchat Discover, the Vogue International team has engaged a new and younger audience. According to the publishers, the channels currently reach a combined monthly audience over 11 million, the majority of whom are under 24 years-of-age, with Snaps produced by the Vogue International Snapchat team viewed over a billion times.
Vogue International Snapchat Editor Sarah Schijen commented, “This launch on Snapchat Discover makes Vogue an industry leader on the platform in fashion editorial. We are so excited not only about the editorial potential for Vogue en español but also the advertising opportunity as we can reach a whole new audience across Europe and The Americas, engaging new audiences in their native language.”
The Vogue Snapchat team is spearheading new forms of storytelling for Vogue, creating what are essentially mini virtual editions of the magazines, complete with front cover, headlines and advertising space in what they describe as a “positive, relatable and fun way”. The team works closely with the Vogue Digital teams in each country to ensure content is local and relevant. They develop a significant amount of exclusive editorial content, both video and long-form articles on behalf of the local markets.
The philosophy shaping Vogue International’s engagement with Snapchat Discover is based on language, not countries. Its Snapchat team has further extended its international readership by increasing the reach of the Vogue Paris Discover edition. The channel has seen a steady increase in viewers from Europe to West Africa and other French-speaking regions as a result.
Sarah Schijen concluded, “The team is a production powerhouse. It publishes three editions of Vogue Paris and British Vogue per week, and as of now, one edition per week of Vogue en español. Working with our colleagues in France, UK and now Spain and Mexico, we have engaged with a whole new audience for Vogue. We faced the challenge of making the inimitable Vogue voice, visual identity, heritage and expertise relevant for 13-24 year olds passionate about fashion, beauty and lifestyle, in a social format. We’re constantly learning and now putting Vogue en español live means we have a new culture and audience to engage with.”