It appears Snapchat is taking its step toward making 2015 the year for creative content in storytelling. The messaging app unveiled a new feature called “Discover,” which allows brands to share video content for all users to see.
Discover currently has 11 brands participating, who each have an exclusive own channel for storytelling. The content and videos within each channel are available for 24 hours and then disappear. This gives each editorial team plenty of opportunity to show their creativity while providing fresh content for the users.
Snapchat wants everyone to know that it is branding the feature as “not social media. Social media companies tell us what to read based on what’s most recent or most popular,” as stated on the company’s website. “We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important. Discover is different because it has been built for creatives.”
While this feature probably doesn’t yet provide any measurable opportunities for businesses, I think it is worth watching for future use. I’m sure the app will discover how brands are using its services for new opportunities.
Along with the update, the app got a mini facelift. There were some new features brought in with some old features taken out. No longer do users with the new update have a “Best Friends” list. There is a new home screen where you can easily add new friends and quickly get to your contacts. The app has created a unique Snapchat image for each user, which is almost like a QR code, where you can scan a friend’s code to add them instead of searching for their username.
Snapchat, is the third-most used social media outlet among millennials, according to industry researcher ComScore, so with the company making creative content and storytelling its main priority, we will see how trendsetting this will be for the New Year.