While social media used to be the marketing tool du jour to target millennials, TV series can now market to the desirable demographic with the only form of communication they aren’t broadcasting to the world — messaging apps.

Tech platform Snaps has created a new feature to help brands distribute video content in person-to-person apps like iMessage, Facebook Messenger, WhatsApp and Kik. The first show to partner with Snaps is the OWN drama Tyler Perry’s The Haves and Have Nots.

In the new app, which is branded for Haves and uses the Snaps technology, fans can browse a carousel of video snippets from the series that are easy to share; they can even send the content to others who don’t yet have the app. Snaps said, according to research conducted last year, nine in 10 millennials watch video on their phone, and 30% of total video viewership was on a mobile device.

Similar to the RuPauls Drag Race emoji launch earlier this year, a downloadable keyboard is also available that has add-ons like GIFS, emojis and stickers.

Fans can download the app from the iTunes Store or Google Play.