- Gwyneth Paltrow's lifestyle and e-commerce website Goop is the latest entrant on Snapchat Discover.
- Goop will publish a weekly digital magazine on women's lifestyle on the platform every Friday starting December 1.
- Goop was launched as a newsletter in 2008, and has since expanded into its own brand, which includes e-commerce, product lines and books but says it will not sell products on its channel.
Gwyneth Paltrow's lifestyle and e-commerce website has found a new home: Snapchat.
Goop is the latest entrant with its own channel on Snapchat Discover, where it will publish a weekly digital magazine every Friday starting December 1. Discover is Snapchat's content hub, and features a mosaic of content from over 80 publishers, and will soon also include content from individual locations and communities and what it calls "popular accounts."
"Opportunities like Snapchat Discover are a great way for us to bridge the gap with readers who might have heard of Goop, but not actually experienced our content," Elise Loehnen, Goop's chief content officer, told Business Insider.
True to the brand, each weekly issue will focus on women's lifestyle content — including beauty, fashion and wellness — and will be produced exclusively for Snapchat while reflecting Goop’s editorial perspective and voice. The first edition, which hits Snapchat today, will for example include stories focusing on relationship advice, tips to achieve emotional wellness, tasty vegan recipes and holiday gift and style guides.
Goop was launched as a newsletter in 2008, carrying lifestyle and wellness recommendations on food, fitness, fashion and beauty. Since then, it has expanded into its own brand, which includes e-commerce, product lines, books, summits and even an upcoming print publication with Condé Nast. But Goop's Discover channel is an editorial endeavor and will not include shoppable links to its products, said Loehnen.
Instead, the aim is to extend Goop's audience base and target a younger audience. Goop's typical readers tend to be between the ages of 26 and 50, according to Loehnen. Snapchat's audience tends to skew younger.
"We are hoping to tap into a new, younger demographic," Elise Loehnen, Goop's chief content officer, told Business Insider. "And also test new formats for our content that are shorter and more snackable."
Still, Goop is the first-of-its-kind brand to get its own Discover channel, and theoretically other marketing-centric companies dabbling in publishing (like Casper for instance) could follow suit. But Snapchat maintains that it has no plans to let advertisers run their own branded Discover channels.
Goop's weekly Discover issues are initially being rolled out to Snapchat users across the US, Canada, Australia and New Zealand. But Goop could publish more frequently and broadly if the audience responds.
"We will primarily be paying attention to time spent and completion rates, as we want to be sure that our content is resonating and engaging," said Loehnen. "If it makes sense, we will move to publishing two issues per week, which mirrors our current publishing cadence on the site."
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