Snapchat unveiled some tweaks to its app Monday that put a bigger emphasis on media content: The stories page now highlights its “Discover” section, which features branded content from media partners like ESPN, CNN and Warner Music Group.
The new layout lists Discover stories ahead of stories published by a Snapchat user’s friends, which should help to get some additional eyeballs for this content. The new screen also prominently features live stories. A Snapchat rep told Variety that adding publisher content to Snapchat’s Stories page was “a natural fit.”
Snapchat first introduced Discover as a way to feature content from media organizations at the beginning of the year. Stories produced by Snapchat’s media partners include videos, photos and short text snippets, and are available on the platform for 24 hours only — a bow to Snapchat’s origins as an ephemeral messaging platform. Media organizations can monetize these stories through ad partnerships.
With close to 100 million daily active users, Snapchat is working hard to monetize ephemeral messaging. Just last month, the company partnered with advertising giant WPP and British publisher Daily Mail to launch a new content marketing company called Truffle Pig that is being tasked with developing ad campaigns for Snapchat and other platforms.