L’Equipe débarque sur Snapchat Discover

Plusieurs médias français font leurs débuts sur Snapchat Discover, côté sport, c’est le groupe L’Equipe qui s’est lancé dans l’aventure.

Avant aujourd’hui, les médias présents dans la rubrique « Discover » de Snapchat étaient américains. Aujourd’hui, la version française fait son apparition et l’Equipe est le seul média dédié au sport à être présent sur la plateforme. Le groupe média était déjà présent sur le réseau social et proposait des contenus sous forme de « stories », seuls les utilisateurs abonnés au compte de L’Equipe pouvaient les voir. Avec Discover, ce sont tous les Snapchatters français qui auront accès à la chaine.

Chaque jour à 19h, de nouveaux contenus seront publiés, additionnels à ceux des supports existants. L’aspect visuel et ludique sont très importants sur le réseau social et l’Equipe l’a bien compris, des photos, vidéos et images agrémentent les articles écrits afin de rendre l’expérience optimale. Le ton utilisé sera différent du journal, du site internet ou de la chaine télévisée puisque l’audience de Snapchat n’est pas la même que sur les médias traditionnels (la majorité de l’audience a moins de 30 ans selon Médiamétrie). Pour rappel, 8 millions d’utilisateurs par jour se rendent sur Snapchat en France !


Comme l’explique Cyril Linette, DG du groupe L’Equipe, le virage numérique prend de plus en plus d’ampleur : « Nous sommes heureux et fiers que L’Equipe ait été choisi par Snapchat pour le lancement de Discover en France. Après l’édition 100 % numérique La nuit à Rio en août, nous poursuivons notre stratégie : proposer le meilleur contenu possible à tous les fans de sport, quels que soient leurs usages et leurs supports, y compris à travers des formes d’écriture innovantes comme avec Snapchat. La progression de notre audience, en particulier sur mobile où nous sommes la première marque média en France, nous encourage à poursuivre la dynamique enclenchée au sein du groupe l’Equipe. »

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