Snapchat Discover’s Not-So-Social Premium Content


By: Jesse Echeverría, Community Manager, @jesseechev

I could not get off Snapchat last night. Well, it was more like I could not stop using the new ‘Discover’ feature. I was reading up on where to escape to in 2015 in Nat Geo articles, watching Comedy Central skits I actually found hilarious and exploring through Warner Music Group music vids. I definitely forgot I was on Snapchat and that I had Netflix running.

Partnering brands do have the obstacle of having their ads come off as static. There is no sharing or connecting with brands. Maybe after seeing initial reactions, Snapchat could close the gap in audience interaction.

Nonetheless, Snapchat is transforming into something else. I mean, I had no idea my app time could have increased any further, but Snapchat purists might not approve. With these great content providers onboard and with a slick integration, Snapchat might pull this off. Let’s see if they can really keep Snapchatter’s 10-second-and-lower attention span.

Happy snapping!