Snapchat has launched Discover, a section of the app that, through partnerships with major media companies, brings users videos that last a whole 24 hours on the social media platform.
There’s not much of a social aspect to Snapchat Discover, though. As its name suggests, it’s more of a video discovery function featuring content from media companies such as Vice, Comedy Central, Food Network, National Geographic, Yahoo News, People, Daily Mail, CNN, ESPN, Warner Music Group, and Cosmopolitan, while others continue to join (Fusion just announced that it’s on board). The function also includes content from Snapchat’s in-house creators.
Discover is ad-supported, and the layout is such that each Snapchat media partner has its own app-like icon to tap. Once inside the partner’s channel, users can swipe left to see new stories or swipe up explore one story in greater depth, then swipe down to go back to the main Discover screen.
As the Snapchat blog explained, videos/stories only exist in Discover for a day “because what’s news today is history tomorrow,” so users can expect fresh content daily.
Video discovery is crowded field as numerous startups and companies are trying to help users find and watch videos they want to watch. Snapchat is opting for a strategy that prioritizes video sources, rather than clips that your friends might have liked and/or shared on social networks. It’s debatable if that’s the “key” to video discovery — or really, if video discovery is a true problem to begin with — but the size and scope of Snapchat, which could be nearing 200 million active users, might put the ephemeral messaging platform out in front of the race.