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Snapchat Adds BuzzFeed, iHeartRadio to Discover Lineup After Dropping Yahoo, Warner Music

Snapchat has slotted BuzzFeed and music-streaming service iHeartRadio into its Discover media section, after removing launch partners Yahoo and Warner Music Group from the lineup.

The Snapchat app’s Discover feature lets media companies serve up “stories,” comprising video, images and text, to Snapchat’s audience of 100 million-plus users. Those are available for up to 24 hours, whereas ordinary Snapchat messages disappear within 10 seconds after a user views them.

Regarding the partner switch, the social company said it was looking to provide Snapchat users with a greater variety of content.

“Since launching Discover with Yahoo and Warner Music six months ago, the teams have been continuously experimenting and learning what type of content works best,” a Snapchat rep said in a statement. “Although we have new partners joining Discover today, we continue to look at different ways we can work with Yahoo and (WMG) on Snapchat in the future.”

BuzzFeed’s first offerings on Snapchat Discover (pictured above) include viral-video fare such as its popular Try Guys comedy group donning lingere; interviews with Americans who estimate what quantity of different foods represent 100 calories; and “laundry hacks you need to know.” Content from iHeartRadio includes music news, interviews and highlights of new artists.

The other nine brands in Snapchat Discover, which debuted in January, are CNN, ESPN, Comedy Central, Time Inc.’s People magazine, Scripps Networks Interactive’s Food Network, Vice, DailyMail.com, National Geographic and Hearst’s Cosmopolitan. In addition, the Discover screen includes a dedicated Snapchat channel with a variety of trending stories.

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