On January 26th, 2015, Snapchat changed content distribution forever with the rollout of Snapchat Discover. As their team put it, “Snapchat Discover is a new way to explore Stories from different editorial teams…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.”
‘What’s news today is history tomorrow’ has been the driving mantra of newspapers (and then news websites) for decades. Now, Snapchat has found a way to make this content cycle relevant to the digital savvy younger generations. Like newspapers, Snapchat Discover has hard news, technology, sports, entertainment, food, travel and lifestyle sections. However, the content automatically updates every 24 hours for all audiences to interact with. If they don’t like it, it takes a millisecond to click to the next piece of content. If they don’t feel like absorbing content that day, they don’t have to. Cosmopolitan, one of the feature brands on Discover, has recently reported their daily content reaches over 300 million every day. This isn’t a fluke – it’s the future of content.
What does this mean for your brand? Snapchat may not be in your target audience, but it does challenge you to think about how you are delivering content. As quickly evaporating and high tech content sharing continues to grow, your brand needs to be cognoscente of how, what and why you are creating and sharing. Reading and interacting with quality content is a great way to learn how to be creative for your brand strategy. I encourage you to download Snapchat and use the Discover feature like your newspaper. I bet you’ll be pleasantly surprised!
This post was written by iHeartMedia Milwaukee’s Digital Development Coordinator Tara Vandygriff.