Starting October 10, Santa Monica-based video-sharing app Snapchat Inc is plunging into the depths of scripted programming. The objective is to attract more advertiser revenue and keep its fickle, young audience engaged.

Viewers will need only five minutes to watch one of the app’s original serialised offerings from established names like Mark and Jay Duplass, and Riverdale writer Tessa Leigh Williams.

Each of the series come with a continuing story line and premiere a new episode daily to keep viewers hooked.

But the real deal is whether the shows can help turn around the fortunes of Snapchat, which is currently navigating the bumps of reaching profitability by 2019.

A slate of short-form shows called Snap Originals is presented and carry two six-second commercials per episode in hopes to help the app capitalise on advertiser demand for video ads online.

Snapchat has long been known for its on-screen filters and short pieces of sponsored content, not as a media channel that carries programming.

Creating original TV programmes is an expensive way to change that perception, with up to US$50,000 for a five-minute episode for its scripted series. Although the budget is not big by traditional TV standards, it is certainly not cheap for short-form web content.