Snapchat took another step towards scaling its ad business Tuesday by giving users the ability to subscribe to their favorite publishers. The fast-growing service also redesigned its Stories page, making it easier to figure out what a particular story is actually about.
The new stories page also combines live stories from events and publisher content that users have subscribed to with the aim to give direct access to new content. The user interface changes are being rolled out now, and should reach users in the coming hours.
Snapchat previewed the changes with this video:
Snapchat has seen a lot of growth in recent months, and has likely surpassed Twitter in daily active users by now. Giving users the ability to subscribe to and follow publishers in many ways further encroaches on Twitter’s turf, and could convince some publishers to shift some of their ad dollars to the platform.
Los Angeles-based Snapchat only began to monetize its service last year, and brought in $33 million in Q4 of 2015, according to a recently leaked pitch deck. Giving better access to publisher partners could further help Snapchat’s monetization efforts; the company aims to generate $300 million or more in revenue this year, according to reports.