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mitú, Snapchat Discover Team Up to Reach Multicultural, Latinos

One of the largest content creators for Latino millennials and an app with over 150 million daily users have partnered up to create videos, animations and articles for multicultural youth.

The digital media network mitú and Snapchat Discover are partnering to create content for multicultural, multilingual Latino millennials.

mitú is a content creation platform with strong followings on Facebook, YouTube and Twitter aimed at Latino millennials. Snapchat is an evolving social media platform that allows users to send videos to their friends, and it is one of the most widely used apps in the U.S.

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Together the two companies will create Snapchat Discover stories, which any Snapchat user may view as many times as they like in a 24-hour period. mitú will be responsible for pumping out new, fresh, animated content to their Discover story every day.

The first mitu Snapchat Discover story on December 13, 2016.
The first mitu Snapchat Discover story on December 13, 2016. Brian Latimer / mitu Snapchat Discover

"Our content has really struck a chord with Latino youth because it speaks authentically to their unique experience and POV," said Roy Burstin, CEO of mitú, in a statement. "We are honored to partner with Snap to bring our voice to the Discover platform. Snap is an incredibly forward-thinking company that understands the importance of connecting with what is the most strategic demo in American youth today."

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mitú has a strong base and expects to draw their 16 million viewers to their Snapchat Discover stories. As the digital divide among Latinos in the U.S. narrows, more young Hispanics have access to smartphones and apps like Snapchat.

Over 60 percent of the U.S. Hispanic population is under 34 years old, and they are the one demographic most likely to own a smartphone or device with access to the internet. mitú and Snapchat hope to reach more of the 56 million Latinos living in the U.S.

Screen grabs from the first mitu Snapchat Discover Story called, "6 Emojis Latino Parents Need ASAP."
Screen grabs from the first mitu Snapchat Discover Story called, "6 Emojis Latino Parents Need ASAP." mitu Snapchat Discover

"Our partnership with Snap provides an immediate, at scale opportunity for brands to reach and engage with the new mainstream," said Danny Johnson, Chief Marketing Officer at mitú. "Historically, brands have spent huge budgets on Spanish-language television, yet the majority of the young Latino audience today is English dominant, and digitally native."

Founded in 2012, mitú has been steadily growing, with major advertisers like Nestle, Proctor & Gamble and Honda. Their videos, stories and other content get over 400 million monthly views on average.

If you have Shapchat on your smartphone you can now view mitú articles, videos, animations and photos on the Discover feature daily.

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