Taking 18 Snapchat Shows into Public Profiles.
A US digital-entertainment publisher runs a large network of Snapchat Shows. We took over the day-to-day across all 18, lifted performance, then ran the network through Snapchat's forced Show-to-Profile conversion. We operate it on Public Profiles today.
The situation
A publisher with 18 Snapchat Shows had real reach but inconsistent output, in a Snapchat ecosystem that was contracting for everyone. This was not a small operation: going into the transition, the network was doing roughly 230,000 hours of watch time a month, and its largest channel held over seven million subscribers. Then the platform called time on the Shows era itself: every Show was to become a Public Profile, with the publishing tools, the packaging and the discoverability built around Show content all changing underneath it. And the money stopped first: when a Show converts, its revenue deal ends and earnings reset to zero overnight.
Eighteen Shows meant eighteen conversions landing at once. The job was to treat the migration as an operations project: protect the audience, keep the output moving, and set every converted Profile up properly rather than letting the switch happen to the network.
What NBK did
We ran the network day-to-day: editing and scheduling episodes from the content library, optimising the back catalogue, and testing format, length and packaging continuously. In one focused optimisation window, that lifted hours viewed by 76% across the managed Shows.
When the conversion came, we ran it across all 18: rebuilding each Profile where branding and settings did not carry over, deciding what happened to an episode archive that would not transfer, and keeping the network publishing on Public Profiles with its audience intact. The destination for the money is the unified monetisation programme Snap announced in December 2024, which pays Stories and Spotlight posting rather than Show deals, so the operating model had to change with the revenue model. We still operate it today.
We can be plain about the money, within NDAs. Every converted Show restarted at $0 and crept back at $1 to $10 a day, stale and slow. We have rebuilt them into Profiles that earn, though the gap is still wide: the strongest sit about 65% below their Show-era numbers, the weakest closer to 80%, and every month since the switch has closed it a little, retention included. What we cannot fix from the inside is discoverability, which new Profiles barely get; that is Snapchat's to solve, and we expect it will as more of the platform converts.
What we actually did.
- Ran it as a systemOne operating model across all 18 Shows, editing, scheduling and testing daily against a 230,000-hour monthly watch base.
- Planned the conversionMapped what would and would not carry over, Show by Show, before the switch.
- Rebuilt 18 ProfilesSet each converted Profile up properly, from identity and packaging to publishing rhythm.
- Kept the network publishingOutput continued through the switch, and the network runs on Public Profiles today.
The transition is an operations job, not a platform update. Publishers who get their Profiles right now come out ahead as Snapchat rebuilds discoverability.
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