Every reporter, every news company wants its products to be viewed by as many people as possible. Social media has made it easier for stories to be shared quicker and wider, and earlier this year Snapchat entered the news game with the Discover feature. Prior to Discover, Snapchat was a social media platform that couldn’t have been farther away from the news game — the purpose was the send funny pictures that lasted a maximum of 10 seconds.
CNN, Cosmopolitan, People, The Daily Mail, Vice, National Geographic, ESPN, Yahoo News, Food Network, Comedy Central and Warner Music were the original publishers to sign on. In the seven months since it was launched, iHeart Radio and Buzzfeed have been added, and Warner Music and Yahoo News have been removed. The simple addition and deletion of some publishers show that the app has gone through development and advancement, with the hopes of more success in the Discover feature. It has also been moved to the main story page, instead of hidden in a small button.
It is one thing for Snapchat to be showing interest in news and the desire to make the news feature more popular with its users, but outside publishers are also benefits from being in business with Snapchat. CNN, The Daily Mail and National Geographic have staff members that only work on Snapchat and Vox is looking to hire specific Snapchat staffers in order to get on the Discover feature.
Snapchat as a social media platform for news is unique because there is a specific audience that is being reached and that audience generally isn’t going to the app just for news. The publishers that are part of the Discover feature are tasked with creating content that will work on Snapchat, be of interest to young users and be visually appealing on a smartphone.
Snapchat’s advancement of the app and news organizations desire to be a part of its growth shows the trend of news heading going digital and the importance of social media. The news organizations that have decided to sign on have shown they are willing to worth with news trends and be ahead of the rest of the industry. Discover may not have reached the perfect formula for reaching the users it wants yet, but if more news organizations are willing to be a part of it, it success should only grow.
Taylor Barker, a member of the Ithaca College chapter of the Society of Professional Journalists, is the student representative for SPJ Digital. Barker is also an editorial intern for The Miss Information. You can follow her on Twitter here.
The views expressed in this blog post are that of the author’s unless otherwise indicated, and do not necessarily reflect the views of the SPJ Digital executive, the board and staff of the Society of Professional Journalists, or its members.