snapchat discover Tag

The Broadening Horizons of Snapchat

Picture 3-5-2015Like any social network, Snapchat is always trying to find new ways to expand and evolve. Recently, they added the ability for different brands to get content to interested users through Snapchat Discover. However, there have been other ways that Snapchat has been trying to appeal to their users, albeit with mixed results. Snapchat launched an ephemeral scripted web series through Snapchat Discover called Literally Can’t Even, which is interesting in that episodes can only be watched for 24 hours before disappearing, but has premiered to largely negative reviews.

Better responses have been received from a different feature that was recently added to Snapchat. Last month, Snapchat began allowing users to record video while playing music from their phones, whether they’re using Spotify, Pandora, or the phone’s built-in MP3 player. Previously, Snapchat did not allow users to play music from apps like these at the same time as shooting video, so this may give users some additional versatility regarding the videos they share on Snapchat.

Not everything that Snapchat has been doing has been about adding new features. In fact, there were some negative reactions when Snapchat added the Snapchat Discover feature, because it came alongside the removal of the ‘Best Friends’ feature. This was a fairly minor feature that allowed users to view the top three users that one of their friends exchanged Snapchat messages with.

Many people, likely accustomed to the somewhat voyeuristic aspects of social networking, were displeased that this feature had been removed, considering it allowed users to see who their friends were messaging the most, on an otherwise private social media app. The CEO of Snapchat responded that the Best Friends feature will be returning in a different form, though there have been no updates about the feature since then.

Snapchat Discover Offers Content from Major Brands

Picture 1-29-2015Snapchat has known for a long time that their platform could be monetized. That’s why they turned down billions of dollars that were offered when Facebook attempted to purchase them. However, we hadn’t seen many ways that Snapchat was actually pursuing these sorts of endeavors, apart from some occasional ads that have made their way into users’ Snapchat apps. This week, however, things changed with the launch of Snapchat Discover, which will be offering content from brands such as CNN, ESPN, Comedy Central, and more.

Snapchat Discover will allow all sorts of different brands to deliver content to users and users can pick which brands they hope to see information from. These brands will be able to regularly launch their own ephemeral content for users to check out and Snapchat Discover will be regularly refreshed with new options for users to browse through. The featured brands will change from day to day. Snapchat Discover launched with CNN, Comedy Central, Cosmopolitan, Daily Mail, ESPN, Food Network, National Geographic, People, Vice, Yahoo News, and Warner Music Group, but these will change daily.

Snapchat is not requiring companies to pay to feature content on their app. The way that Snapchat Discover will work to generate money will be by selling ad space that runs alongside the content that is viewed through Snapchat Discover. For instance, CNN content appears alongside BMW ads, while Vice content shows up with ads for GrubHub. Snapchat Discover could be a real game-changer for the way different companies will be spreading information to their user base. Furthermore, being on Snapchat will allow these brands to expand their user base by offering content to a younger demographic, the group that most frequently uses Snapchat.