Snapchat Discover is a feature within the Snapchat app that provides access to curated content from various media publishers and content creators. The Discover tab showcases editions from these partners, delivering news, entertainment, lifestyle and other stories in a mobile-friendly vertical format customized for Snapchat.
Types of Content on Snapchat Discover
Snapchat Discover offers a wide variety of content across different categories and formats. Some of the main types of content you can find include:
News & Current Events
Many major news publishers like CNN, NBC News, ESPN, Bloomberg, NowThis, The Wall Street Journal and more have Discover channels. These editions feature short-form news stories and headline summaries covering major news of the day, politics, sports, entertainment and more. The content is kept up-to-date throughout the day.
Magazine-Style Editions
Top magazines and digital-only publishers also have a presence on Discover, including Cosmopolitan, National Geographic, GQ, The Infatuation and others. Their editions feature lifestyle stories, celebrity news, fashion tips, travel guides and more long-form storytelling. The vertical, full-screen format allows easy flipping through pages.
Original Shows & Series
In addition to repurposed stories from existing media brands, Snapchat Discover also features original episodic shows and docuseries produced exclusively for the platform. These include personality-driven shows like “Nikita Unfiltered” with internet star Nikita Dragun as well as unscripted action series like “Stranded with Sam and Colby.” Subject matter spans comedy, relationships, paranormal, adventure and more.
Popular Social Media Content
Discover editions from publishers like Jukin Media and Whistle feature viral videos and other content that has become popular on social media and other corners of the internet. This includes funny pranks, crazy stunts, cute animals, strange facts and more shareable content.
Behind-the-Scenes & Daily Life
Many celebrities and online creators now have their own Discover channels where they give Snapchat followers a closer look into their daily lives. Get VIP access to concerts, movie sets, photoshoots, workouts and more with stars like Serena Williams, Kevin Hart, Arnold Schwarzenegger, Ryan Seacrest and others.
Unique Discover Formatting
While the content comes from media brands across different categories, it all takes on Snapchat’s unique vertical, full screen format with stylized designs. Here are some of the key ways Discover editions are formatted for Snapchat:
Vertical Orientation
Everything is designed vertically to fit mobile screens and be easy to consume on a smartphone. Stories and ads take up the entire screen as you flip through pages from top to bottom.
Full Screen Visuals
There is a focus on big, bold imagery and video covers to draw attention and interest. The immersive vertical presentation allows publishers to showcase powerful graphics, crisply shot videos and attention-grabbing photography.
Short Form Content
Discover editions break stories into smaller bite-sized snippets rather than long articles. Short 3-7 minute videos, brief articles and concise factoids make content easy to digest on the go.
Snapcodes & Stickers
Discover channels incorporate Snapchat-specific features like Snapcodes and custom stickers to further integrate branded content with the app’s tools for connecting with friends.
Tappable Interactions
Many editions add interactive elements to stories such as quizzes, questionnaires and other ways to engage besides just reading or watching. Viewers can tap to answer, vote, swipe and directly interact with content.
Popular Snapchat Discover Channels
Snapchat Discover now includes over 60 active channels and continues to expand, but some of the most popular long-running staples on the platform include:
Channel | Type of Content |
---|---|
CNN | News and headlines |
ESPN | Sports news and analysis |
Cosmopolitan | Celebrity, beauty and fashion |
MTV | Pop culture stories and video |
People | Celebrity news and entertainment |
BuzzFeed | Viral lists, quizzes and videos |
National Geographic | Nature, science and exploration stories |
Sports Illustrated | In-depth sports reporting |
How Snapchat Curates Discover
Snapchat takes an active role in cultivating its Discover platform and approving the channels available to users. The submission process for becoming an official Discover publisher involves certain criteria for consideration:
Established Brands & Creators
Discover favors established media companies, celebrities and creators with existing large audiences and content infrastructure. This ensures daily editions with professionally produced content.
Targeting Key Demographics
Snapchat looks for partners whose content resonates with the platform’s younger users. Most brands tailor their Discover editions to align with interests of Snapchatters ages 18-34.
Mobile & Vertical Focus
Prospective Discover channels must prove their ability to reformat existing content and produce new content purpose-built for Snapchat in quick-hitting vertical full screen formats.
Daily Content Cadence
Snapchat requires publishers to commit to daily updates to keep their channels fresh. Editions showcase either the latest episodes, newest stories or timeliest updates.
Benefits for Discover Publishers
Being part of Snapchat Discover provides a number of key benefits for approved media partners and content creators:
Accessing Core Snapchat Audience
Discover gives publishers direct exposure to Snapchat’s highly engaged younger user base, an attractive demographic for many brands seeking the attention of millennials and Gen Z.
Monetization and Revenue Share
Discover channels can generate revenue through the ads sold against their content. Snapchat offers publishers a share of the ad proceeds their edition earns.
Data on Viewership
Partners receive detailed analytics and metrics on the performance of their Discover channel. Snapchat shares insights about views, watch time, completion rates and more.
New Content Distribution
The platform allows scaling distribution for original and repurposed content specifically created for the Snapchat audience and engineered for mobile consumption.
Brand-Safe Environment
Snapchat’s selective curation of Discover partners provides a brand-safe, premium environment for advertisers compared to UGC platforms.
The Discover Tab Experience
Within Snapchat, users can easily access Discover channels by swiping right from the Camera screen. Here are some key features of the Discover tab experience:
Personalized Content
The Discover feed shows each user a customized selection of stories Snapchat predicts they will enjoy based on past behaviors.
Preview Tiles
Preview tiles with compelling cover imagery allow scanning through topics and selecting stories to dive into.
Following Favorite Channels
Users can subscribe to their favorite Discover channels to ensure they always see those editions in their feed.
Story Playlists
Longer stories are split into playlists blending multiple videos, articles and slides. New parts unlock daily or as they are published.
Ad Breaks
Short ads from Snapchat’s advertising partners appear between stories or editions. They can be skipped after 5 seconds.
Conclusion
In summary, Snapchat Discover provides a diverse mix of the latest headlines, entertaining videos, engaging stories, original shows, celebrity exclusives and more — all delivered in mobile-friendly vertical full screen formats optimized for Snapping. The wide range of content showcased comes from major media companies, top publishers and popular social media creators who deliver daily editions to appeal to Snapchat’s millennial and Gen Z user base. Snapchat carefully curates its Discover platform by approving established, high-quality partners able to produce content daily specifically for the app. Discover offers these media brands and creators access to Snapchat’s valuable audience while generating revenue share opportunities. For Snapchat users, it’s a go-to destination to easily discover premium, brand-safe content customized to their interests right within the app they already love using to connect with friends.