Back in August, we heard that Facebook was to launch a dedicated ‘News’ tab, on which it would showcase top stories by a host of publishers. Now, social app Snapchat has followed suit, announcing its intention to introduce a dedicated news tab to its ‘Discover’ page some time in 2020. It’s a change that Snapchat needed to make if it were to find favour with publishers, and once live, this tab could provide some serious benefits for your publication.
Snapchat’s Discover page is famously chaotic; users must navigate all manner of stories in a seemingly random order to find news they’re interested in. They may find serious political news from a publisher such as The Guardian next to light-hearted entertainment reporting. Even chief exec Evan Spiegel told investors in a recent earnings call that the current approach is like going into a “supermarket without the aisles labeled.” Clearly, the company is not shy about its desire for an overhaul of Discover, and its intention to work with publishers in a more serious way. A specific section within Discover that’s dedicated to news would make it far easier for users to find what the stories they want. This news section is set to “…present real-time, breaking news from a handful of trusted news partners.” This could be the moment Snapchat finds faith with publishers who were apprehensive about Discover before.
Discover received a redesign in 2018 to separate publisher content, but this marks the first of a number of changes. Snapchat’s parent company, Snap Inc, is already in talks with publishers about potential partnerships, where publications could create and distribute daily content optimised for mobile. So far, the company has partnered with a number of big-hitter publications, from Refinery29 to The Washington Post. Generally, though, Snap’s conversations with publishers are only just beginning. Their arrangements, which could include sharing of ad revenue or the payment of licensing fees to publishers, have yet to be agreed.
Despite of its flaws, some media companies have already enjoy successes in Discover’s current iteration. NBC News’ ‘Stay Tuned’ show has tens of millions of regular viewers. CNN, on the other hand, cancelled its daily Snapchat Discover news show way back in 2017, as it simply wasn’t generating enough revenue.
An overhaul of Discover could do Snapchat some much-needed favours. While it appears to be returning to growth, it still struggles to match the numbers of the likes of Instagram.