This article originally appeared in [a]list Daily
By Matthew DeFulgentiis
Snapchat has clearly become the newest social media platform that possesses a young audience intrepid brands are yearning to capture.
Brands who already have a presence on Snapchat are communicating with teenagers and millennials successfully more than any other platform. This shouldn’t come as surprise considering teenagers and millennials are responsible for about half of Snapchat’s estimated 100+ million users.
Snapchat recently released (with its last official update) a new function called Discover.
Discover is a series of partnerships linked with various media outlets such as Cosmopolitan, CNN, National Geographic, Vice, and others. The objective is to place content (both video and even full text articles) from those brands on Snapchat. Discover allows brands to have a permanent place on the service for the first time. The function has allowed the platform to reach Generation X and Baby Boomers with more success and in ways brands are desperate to get involved with. It’s speculated that these newfound partnerships with formal brands will propel Snapchat forward as a growing social network.
This being said, Discover isn’t an option for most brands at the moment. What this means for other brands is, if you want to create a presence on Snapchat, you’re going to have play the game by the same rules as consumers — utilizing stories within Snapchat.
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