How Culinary Duo HellthyJunkFood Leveraged Snapchat To Expand Its Social Video Menu …

HellthyJunkFood, the YouTube couple comprising JP Lambiase and Julia ‘Goolia’ Yarinsky, has risen to renown for their supersized recreations of iconic fast food orders — including giant Raising Cane’s chicken tenders and a jumbo McDonald’s Filet-O-Fish — as well as other viral food-related challenges and vlogs. As their moniker suggests, their concoctions are as eye-popping as they are wildly unhealthy. While YouTube marks their biggest platform, with 2.4 million subscribers and 3 million monthly views, the duo launched a Snapchat channel in 2017. With behind-the-scenes footage and quick asides, it served as a low-maintenance and free-flowing alternative to their long-form YouTube content, Lambiase explains — as well as another venue to garner fan feedback. But earlier this year, HellthyJunkFood wanted to break into the lucrative and ad-supported walled garden of Snapchat Discover — and so they turned to their partners at Jellysmack. Discover, first launched in 2015, comprises programming personally curated and promoted by Snapchat, with channels from traditional media brands and digital-native creators alike. Snapchat now counts 1,500 Discover channels globally from 500 publisher partners in 17 countries, the company tells Tubefilter. Last quarter, it launched a record 177 new global Discover channels, including 36 in the U.K. and…
Read More