The messaging app rolled out the new feature Tuesday, which will allow media companies to publish content to the app for users to consume. In addition to having outside companies put content on the app, Snapchat is also reportedly introducing its own publishing arm.
Users will have a limited amount of time to consume a piece of content put on Snapchat, a move that provides urgency and keeps in the apps tradition of ephemerality.
The company introduced the new feature in a video and blog post published Tuesday morning. The media companies on Discover at launch include Vice, CNN, National Geographic, ESPN, Cosmopolitan and various more.
The introduction of media brings Snapchat into closer competition with messaging apps that have exploded in popularity overseas, including Facebook-owned WhatsApp, QQ and Tango, which have become popular platforms for consuming and sharing media.
Snapchat’s rapid rise in popularity was accompanied by an even more meteoric rise in valuation. An investment in the later part of 2014 valued the company at $10 billion, according to reports.
The introduction of Discover is the biggest step in the company’s evolution from an ephemeral messaging app to a major media platform — but not its first.
Snapchat introduced Stories in October 2013, allowing for users to create narratives that do not instantly disappear. In December 2013, Snapchat The first ad appeared on Snapchat in October 2014 in the form of a 20-second video trailer for the film Ouija. Read more…