With Discover, Snapchat is trying to distinguish itself from social media leaders like Facebook and Twitter, reports MediaPost.
Snapchat is launching Discover with 11 media partners, including National Geographic, Vice, Yahoo News, Comedy Central, Cosmopolitan, CNN, The Food Network and ESPN. Each partner is getting its own channel, which will feature content produced specifically for Snapchat’s young audience.
“Social media companies tell us what to read based on what’s most recent or most popular,” Snapchat explains on its official blog. “We count on editors and artists, not clicks and shares, to determine what’s important.”
Cosmopolitan’s editors, for example, plan to upload a daily “edition” with five articles that users can swipe to view. Each edition will be available for 24 hours, which is standard for Snapchat. Cosmopolitan’s Discover editions will also include sponsored interstitials between articles. Launch partners include Sperry and Victoria’s Secret.
Troy Young, Hearst Magazines Digital Media president, said Snapchat is an easy sell for advertisers. “Its users perfectly align with Cosmo’s existing millennial demographic,” according to Young.
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