On January 27, Snapchat announced a new feature in their app called Discover.
While some of you may only know Snapchat by its bad reputation, it is essential to understand how this app has evolved and how the introduction of this feature could be important for your business.
Let’s dive in:
What is Discover?
Snapchat Discover is a platform where publishers who have partnered with Snapchat can share their stories with the Snapchat audience through images, videos, and text.
How does it work?
Much like the app Flipboard, Discover allows you to swipe your device’s screen in a variety of directions to browse stories provided by partnered publishers, and expand the content you are most interested in reading. The differentiating factor is the instant video play that makes Snapchat the rich media app that it is.
Which publishers have already joined?
Surprising enough, many top publishers have already joined Discover’s network.
The list includes: CNN, Cosmopolitan, Comedy Central, Daily Mail, ESPN, The Food Network, National Geographic, PEOPLE, VICE News, Yahoo! News, and Warner Music Group.
Why is Discover important?
As reported by Digiday, every single publisher attributed their partnership with Snapchat to one thing: reaching a new audience.
Publishers are aware that Snapchat has a broad and engaged audience that is willing to dabble in new things. In fact, last year Taco Bell reported that they had seen 80% engagement rates with their snaps. I think it is safe to say we all dream of such high engagement!
With 56% of American adults using a cell phone, and 29% using a tablet to access news in a week (API), it is important for publishers to have more than one way to access readers on mobile devices.
Just this weekend I overheard a teenager ask his mother if she had heard of Discover. After she said no, and the teen explained the concept, the mother asked why use the app when he can just digest his news through searching the web or visiting a certain news site (i.e. CNN itself). Amazingly, the teen responded with a simple answer: “Well I’m already in the app, why leave it?”
This is great news for Snapchat and the partnering publishers for proving their investments haven’t gone unrewarded, and that they are reaching the truly engaged Snapchat user.
How does this relate to you?
These publishers are looking for advertisers!
Since the space is so new, it is possible that there could be some cheap ways to get advertising in on this new platform, and get your name out there. Though, if it is still out of your price range, I would keep tabs on the trajectory of the feature to see if Snapchat eventually releases a small business option.
In the meantime, continue trying to produce amazing visual content that could be highlighted on one of the already established partners. That way you could, by proxy, get featured in Discover.
The important thing to remember is that this feature is new, mobile, and engaging – so pay attention to what it is, how it is doing, and how you could possibly get involved. Who knows, it could put you one step ahead of your competitors!
And of course if you have more questions, ask us in the comments.
About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on the Webs Blog and Twitter.