The catalogue that outlived the Shows era.

Enchanted Media had a library of past Snapchat hits but no new output, so views and returns were sliding. The instinct in that position is always to commission more content, and it is usually wrong: the episodes that went viral once had already proven they could hold an audience, they were just packaged for a moment that had passed. The opportunity was not to make more. It was to make the content that already existed work far harder.

Then Snapchat began winding down the Shows era, converting publisher Shows into Public Profiles. That raised the stakes on the same question: when the format changes underneath you, the back catalogue is the asset that has to keep working, because it is the one thing you own outright while everything else about the platform is being redrawn.

We reformatted and re-paced old episodes into retention-focused, binge-worthy formats, A/B tested new titles and tiles to lift click-through, and resurfaced past viral hits across the shows. Multi-part episodes and longer watch time rebuilt the commercial return, all from a catalogue that had already been paid for once. By the numbers: video views grew 117% in 2025 against 2024, and the catalogue passed 4 billion views across the revival, with nothing new filmed.

The platform's move to Profiles did not interrupt the work: we took the operation across, so the catalogue and the audience built on it went with the platform rather than being stranded by it.

The conversion wiped the slate: like every Show that became a Profile, this one started earning again from nothing. Today the operation makes roughly a third of what the Shows did, and each month has been better than the last. That is exactly why the catalogue matters: while Profiles are still hard to get found, the library you already own is what does the work.