Black Girl Magic is about to take over your Snapchat timeline.

Christina Coleman
Feb, 09, 2017

Two Time Inc. brands — ESSENCE and Entertainment Weekly (EW) — will be joining Snapchat’s Discover platform in just a few weeks, the company announced Thursday.

ESSENCE and EW are in good company with sister brand People, which has posted a daily Snapchat Discover story since the launch of the timeline tool. In the coming weeks, both ESSENCE and EW will each launch weekly editions of Discover for users of the popular social media platform. Like other brands, ESSENCE and EW Discover stories will include focused editorial content that users can share with their friends and family.

For ESSENCE in particular, that content will be an extension of the website and magazine voice, addressing topics from entertainment and beauty to politics and fashion from the perspective of the African-American woman.

“The Discover experience on Snapchat has been incredibly rewarding and energizing for our audiences and for our editorial teams at People and beyond. Bringing EW and Essence to Discover is essential to our ongoing pursuit of new storytelling on new platforms for new audiences,” Will Lee, the Digital Director of Celebrity, Entertainment and Sports Groups of Time Inc., said.

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“Our goal is to entertain and inform Snapchatters on a wide range of topics that speak to the diversity and many interests of our community,” said Nick Bell, Vice President of Content for Snap Inc. “Essence has served as a quintessential guide to what matters to African-American women for decades. Entertainment Weekly provides unparalleled insider access to take our audience deeper into the stories behind their favorite shows and movies. Their strong editorial perspectives will be incredible additions to our Discover lineup.”

Will you be tuning in?