The Discover tab on Snapchat is a feature that allows users to view curated content from media publishers, brands, and other organizations. It provides a platform for these entities to share stories in a visually engaging, Snapchat-style format.
Overview of the Discover Tab
The Discover tab is located on the bottom navigation bar within the Snapchat app, represented by a magnifying glass icon. Tapping on it takes users to the Discover screen, where they can scroll vertically through rows of rectangular tiles representing different Discover channels.
Each tile displays the logo and name of the publisher, along with a preview of their latest story. Tapping on a tile opens up that channel’s stories and allows users to browse through them. Stories on Discover are photo and video-centric, with text overlays providing additional context.
Discover content refreshes daily, so there is always new, up-to-date content for users to consume. In addition to publishers, verified individuals like celebrities can also have their own Discover channels where they can share stories with their fans.
Types of Content on Discover
Here are some of the types of content you can find on the Discover tab:
- News – Top news publishers like CNN, ESPN, Daily Mail, and BuzzFeed share headline news stories and reporting.
- Entertainment – Entertainment channels like E! News, Cosmopolitan, and Billboard provide the latest celebrity, movies, music and pop culture news.
- Lifestyle – Channels like Food Network, HGTV, and Refinery29 cover topics like cooking, home decor, fashion and beauty.
- Sports – Sports channels offer highlights, commentary, analysis and behind-the-scenes footage from major leagues, teams and athletes.
- Comedy – Comedic channels share funny videos, memes, sketches and more from brands like Comedy Central and Funny or Die.
In addition to established media brands, Snapchat also partners with independent creators, online influencers, and artists to produce unique Discover channels.
Benefits of Discover for Users
There are several benefits Snapchat users can get out of the Discover feature:
- Entertainment – Discover provides entertainment in the form of engaging videos and stories.
- News and information – Users can stay informed about current events, pop culture, and more through Discover.
- Convenience – Content is available instantly and curated for easy discoverability based on users’ interests.
- Personalization – Discover channels are handpicked by Snapchat and tailored for their young user base.
- Shareability – Stories can easily be shared with friends or posted to other social platforms.
- Fresh content – With daily updates, there is always new content for users to consume.
For many users, Snapchat Discover has become a daily destination to catch up on headlines, follow celebrities, and discover entertaining videos to watch.
Benefits of Discover for Publishers & Brands
Discover also provides significant benefits for the brands and publishers that create channels:
- Reach new audiences – Discover gives them access to Snapchat’s highly engaged, young user base.
- Build brand awareness – Creative, engaging Discover content builds awareness and affinity for their brand on a popular platform.
- Analytics – They gain insights into content performance through detailed analytics provided by Snapchat.
- Monetization – Snapchat shares ad revenue with Discover partners, providing a revenue stream.
- Innovation – The platform allows experimentation with the engaging, vertical video Snapchat format.
For publishers struggling to reach younger demographics, Snapchat Discover provides a unique opportunity to raise brand awareness and visibility through purpose-built content.
Tips for Using Discover
Here are some tips to get the most out of the Snapchat Discover feature:
- Browse new channels – Use Discover to discover new topics, brands and creators you might be interested in.
- Favorite channels – You can subscribe to your favorite Discover channels to always have their new stories on hand.
- Watch Snapchat Originals – Check out Snapchat’s original video programs and documentaries under the Snapchat Originals channel.
- Share stories – Tap the share button to pass along interesting stories with friends or add them to your own Story.
- Provide feedback – Use the smiley icon on each story tile to provide feedback to publishers on what you like.
Conclusion
Snapchat Discover gives Snapchat a major advantage by providing a wealth of engaging content within its app. The feature offers users, publishers, and brands multiple benefits within an increasingly competitive social media environment.
Going forward, Snapchat is likely to continue expanding Discover with more varied content as it proves to be a key driver of daily user engagement on the platform. The ability to unlock newRevenue streams through Discover also gives Snapchat incentives to innovate and improve the feature over time.