After a shaky year of slow growth and missed targets, Snapchat is reportedly developing a new product to jump start user growth.
The company plans to make Snapchat Stories available outside of the app with “Stories Everywhere,” according to a report from Cheddar.
Leading the effort is Rahul Chopra, the former CEO of Storyful. Chopra has been tasked with figuring out how to distribute the app’s user-generated content on the web and elsewhere. The project could result in Snapchat making it easier to share videos on other platforms through a web player that also prompts people to sign up and download the app, the person familiar with the matter told Cheddar, who likened it to Twitter’s 2011 decision that allowed content publishers to embed tweets in articles.
Snap is also considering allowing other apps to access its feeds of user-generated content, which are currently curated by a mix of algorithms and Snap employees. This move could potentially give the struggling social media company a way to make money off content licensing, which it has so far struggled to do.
In addition to the new format, Snap has reportedly restructured its content division and added several key roles under the leadership of VP Nick Bell. Mike Su, the former Chief Product Officer at Mitú, will oversee all of Snap’s content-related product development; Snap’s Michael DiBenedetto will now be leading the content team’s strategy and operations; Former NowThis president Sean Mills will now oversee all programming for the redesigned Snapchat app’s Discover feed of video content, in addition to leading Snap’s original content efforts; and Josh Stone, who joined Snap in 2013 and helped lead the company’s rollout of the Discover page in 2015, will lead all media company relations.
Additionally, in 2018 Snap is reportedly planning to increase the overall output of content in the Discover feed, widen content distribution, and double-down on news.