Snap launches new Discover format, Dynamic Stories

Snap Inc, parent company of Snapchat, has announced a new format called Dynamic Stories for its news and content feature, Discover. Dynamic Stories uses a partner’s RSS Feed to automatically create Stories from the content a verified publisher is already creating on the web.

Dynamic Stories, available in the Discover feed, update in real-time, meaning Snapchatters can keep up with the latest news as it breaks.

This new format will also play a particularly significant role in supporting Snapchat’s continued effort to bring local content to its community across the globe, with testing already underway in the US, UK, France and India, with more markets to come. 

According to Snap Inc, these partners are already seeing results: 

  • In the first week of the tragic war in Ukraine, The Washington Post reached over 1.1m Snapchatters with its credible, timely coverage of the conflict
  • In the UK, The Mirror has built up an impressive loyal audience of more than 25,000 subscribers in the first three months since launching with Dynamic Stories
  • Foot Mercato has seen exciting early results in France, quickly growing to 100,000+ unique monthly viewers and approaching 10,000 subscribers  
  • In India, MissMalini saw more than 200,000 unique viewers on their content in the first 30 days of launch.  

Early partners include:

United Kingdom

  • British Vogue
  • GQ UK 
  • PinkNews
  • The Independent
  • The Mirror

United States 

  • Axios 
  • Bloomberg 
  • BuzzFeed
  • CNN
  • Complex Networks
  • Condé Nast (Self, Vogue) 
  • ESPN
  • Insider
  • New York Post and Page Six 
  • The Wall Street Journal 
  • The Washington Post
  • TMZ
  • Tom’s Guide
  • Vice 


  • Femme Actuelle 
  • Foot Mercato
  • Gala 
  • GQ France 
  • Le Figaro  
  • Marie Claire 
  • Paris Match 
  • Vogue France 


  • GQ India
  • MissMalini 
  • Pinkvilla 
  • Sportskeeda 
  • The Quint
  • Times Now 
  • Vogue India

Snapchat was originally built to help people talk to their close friends, rather than provide the opportunity to broadcast messages across the app. It does not offer an unmoderated open newsfeed, but Discover features content from verified media publishers and content creators only.


Your first step to joining FIPP's global community of media leaders

Sign up to FIPP World x