Snapchat's Discover offers news, entertainment and 'gorgeous' ads

Snapchat has launched Discover, a new channel that pulls in stories from media partners such as Vice, DailyMail.com, CNN and National Geographic.

Snapchat: new Discover feature offers news, entertainment and ads
Snapchat: new Discover feature offers news, entertainment and ads

Along with its usual disappearing video and photo messaging service, Snapchat will now show news stories through Discover, with each story typically available for 24 hours.

Discover will also show ads against the media content, though Snapchat hasn’t said how much this will cost, nor who its initial ad partners are. The messaging app already shows temporary ads through its ‘Recent Updates’ feature, though only in the US.

The new feature bucks conventional wisdom around news shared on social media, which suggests that users are more engaged with news stories shared by their friends than those pushed by brands.

Snapchat, however, is reverting back to a top-down approach, marketing its ambitions to take on Facebook as a fully-fledged content company.

The company wrote in a blog post: "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."

The company said it had built Discover to "serve the art", rather than forcing creators to adapt their content to new technologies.

To that end, Discover will feature full-screen photos and videos, long-form layouts and "gorgeous advertising".

Read next

Unilever CMO Keith Weed's five tech trends for 2015

Why Moneysupermarket's #EpicStrut is a viral hit

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More