In Snapchat’s recent big update, a distinct new feature was added. The focus of the update was supposed to be centered on the new feature, Discover, which allows entertainment companies to have more complicated Snapchat stories. However, one change in the update left many of the app’s users not so excited about the update.
The ability to scroll through one’s friends list on the app and see their “best friends” and their Snap scores has been taken away with the update. The feature has often been referred to as a way for user to keep tabs on other users, creating pressure for individuals to Snapchat, or not Snapchat, with certain other users. While the loss of the capability to view Snap scores and best friends seemed to be the focus of the conversation about the update, the Discover feature is what was intended to be the focus.
In the Discover feature, media and companies have what is seemed to be a more complex version of a Snapchat story with articles and video links. The idea was to connect the app’s young user base with new content. Discover features content from CNN, Comedy Central, Cosmopolitan, Daily Mail, ESPN, Food Network, National Geographic, People, Vice, Yahoo! News and Warner Music Group, who all now have individual “channels” that are accessed in the app and display five to 10 stories daily.
An article from PR Daily said users can easily bounce from sports highlights on the ESPN channel to a sketch from Key and Peele on Comedy Central to top news from CNN, and it “could become another addictive rabbit hole to keep us glued to our phones.”
A Snapchat blog post explaining the new service said Discover is not social media. Social media companies tell people what to read based on what’s most recent or most popular, but Snapchat sees it differently. Snapchat doesn’t count on clicks and shares, but rather on editors and artists to determine what is important.
“Discover is different because it has been built for creatives,” the post read. “All too often, artists are forced to accommodate new technologies in order to distribute their work. This time we built the technology to serve the art: each edition includes full screen photos and videos, awesome long form layouts, and gorgeous advertising.”
CNN expressed its praise for the new update, saying the app is one of the most engaging platforms. CNN’s Discover channel was built from the group up exclusively for Snapchat, and the partnership provides CNN with another avenue to showcase their creativity and share their coverage and storytelling with a new audience, according to Samantha Barry, CNN’s head of social news.
The content in the Discover section disappears every 24 hours and is then updated with new content. From the stories menu in Snapchat, users can either swipe right or tap the purple circle in the upper right hand corner to access Discover. From there, users can tap on any of the media logos to access that company’s channel. There, users will see short introductory clips on various topics. For example, in the Warner Music Group channel on Tuesday, users were able to see a clip about Charlie XCX and her music video for “Boom Clap.” Users could then swipe up to view the video. Instead of swiping up to view the video, users could swipe right to see more clips about different artists or swipe up to view the videos instead, if desired.
The format is the same for each channel. Tap the media logo that is desired for viewing, swipe right to scroll through the content and swipe up to view the video. To get back to the main Discover menu or the Snapchat stories menu, users can simply swipe down from the inside of any channel.
Snapchat Discover also includes integration of advertising. Each company channel includes a sponsor, and sponsored content is often included in the channels.
Snapchat has been novel in its implementation of Discover, clearly focusing on a younger audience and prioritizing on what happens today, rather than yesterday or tomorrow. Discover is a medium that exists parallel to what Facebook and Twitter are doing, according to an article from The Daily Targum, and Snapchat is methodically filling out its feature list. In the article, the author said one can only hope the app will implement a group messaging feature next.