‘Discover’ feature from Snapchat -Has Content From ESPN, CNN, Food Network And Others

Snapchat has launched a new content service called “Discover.” Snapchat Discover enables media companies to engage with users by posting summarizations of their content. Swiping your finger left or right changes the story and sliding your finger up shows the full video or news article posted by the brands. The content is refreshed every 24 hours and older content is not accessible, which is consistent with Snapchat’s ephemeral nature.

 

According to BI Intelligence, Snapchat’s user base is mostly female between the ages of 13 and 25. Snapchat Discover gives brands a way to connect with a younger audience. Snapchat Discover’s launch partners include CNN, Comedy Central, Cosmopolitan, Daily Mail, ESPN, Food Network, National Geographic, People, Vice, Yahoo! News and Warner Music Group. 

“Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important,” said Snapchat in a blog post. “Discover is different because it has been built for creatives. All too often, artists are forced to accommodate new technologies in order to distribute their work. This time we built the technology to serve the art: each edition includes full screen photos and videos, awesome long form layouts, and gorgeous advertising.”

Snapchat is a free ephemeral messaging app that reportedly turned down a $3 billion offer from Facebook. Snapchat co-founders Evan Spiegel and Bobby Murphy decided to continue raising funds for their company instead. This past summer, Snapchat raised a round of funding at an approximate $10 billion valuation. That round of funding put Spiegel and Murphy into Forbes’ billionaires rankings with an estimated net worth of $1.5 billion each.

Before Snapchat Discover, the company seemed to focus on user growth instead of monetization. Snapchat’s users are now sending over 700 million photos and videos per day and Snapchat Stories are being viewed 500 million times per day. Snapchat Discover’s integration of content and ads in their app seems to be their first real attempt to make money. Snapchat Discover media partners will be sharing ad revenue with the ephemeral messaging app company. Initially Snapchat required users to request permission to send content back-and-forth. Snapchat launched a feature called Stories in October 2013, allowing users to collaborate at live events by sharing snaps that can be viewed by people all over the world.

What’s my take on Snapchat discover? A majority of my friends and colleagues are on Facebook, Twitter, LinkedIn and Instagram so I decided to avoid Snapchat until I heard about the Discover feature. The cornucopia of brands offered by Snapchat Discover really appeals to me because I enjoy staying up-to-date on current events, sports and music. The format that Snapchat Discover presents the content from its media partners helps digest a large amount of information efficiently. And the ephemeral nature of Snapchat Discover will make me want to use it every day. Here is a video about how to use Snapchat Discover:

Reference: http://www.forbes.com/sites/amitchowdhry/2015/01/28/snapchat-discover/