Snapchat has partnered with brands on a new “Discover” tool that will help the service connect its young user base with new content.
The feature, which is accessed within the Snapchat app, features content from CNN, Comedy Central, Cosmopolitan, Daily Mail, ESPN, Food Network, National
Geographic, People, Vice, Yahoo! News and Warner Music Group. These media partners will be included in individual "channels" displaying five to 10 stories daily.
It could even find use beyond its predominantly 13-25 demographic.
For example, you can easily bounce from sports highlights on ESPN to a sketch from Key & Peele on Comedy Central to top news stories from CNN. In other
words, it could become another addictive rabbit hole to keep us glued to our phones.
A Snapchat blog post explains the new service:
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. 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.
I remember sitting in a journalism lecture a long time ago and hearing a professor talk about how journalists of the future will need to know how to tell
stories on mobile devices. The iPod was still new at that point, and it all seemed like such a challenge.
[RELATED: Learn how to write compelling stories that your audience wants to read with this brand journalism white paper.]
It looks like the future is here, and it’s pretty cool. This is definitely the best user experience I’ve seen so far for consuming this variety of content.