Snapchat launches Discover, a new media channel for brand advertising

Self-destructing messenger Snapchat is launching Discover today, a new tab within its mobile app that will give users access to long-form articles and video cultivated by Snapchat’s new editorial team.

Today’s launch was expected. The new section will feature content from Comedy Central, Food Network, CNN, National Geographic, Vice, Yahoo, and Warner Music Group. These media brands are supposed to find partners who will advertise alongside the media they display on Snapchat’s new channel, which would supply the company with some much needed revenue, according to a report from DigiDay.

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The pivot into media will also give Snapchat’s more than 100 million monthly active users a new way to engage beyond self-destructing selfies.

In a blog post the company wrote:

“Today we’re introducing Discover. Snapchat Discover is a new way to explore Stories from different editorial teams. It’s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first…This time we built the technology to serve the art: each edition includes full screen photos and videos, awesome long form layouts, and gorgeous advertising. Discover is new, but familiar. That’s because Stories are at the core – there’s a beginning, middle, and end so that editors can put everything in order. Every edition is refreshed after 24 hours – because what’s news today is history tomorrow. Discover is fun and easy to use. Tap to open an edition, swipe left to browse Snaps, or swipe up on a Snap for more. Each channel brings you something unique – a wonderful daily surprise!”