Snapchat announces Discover, a new way for brands to share curated photo and video content

by Gannon Burgett

posted Tuesday, January 27, 2015 at 11:55 AM EDT


Today, ephemeral messaging service Snapchat has unveiled its latest creation. It’s called Discover and it’s a new platform that will allow editorial teams across the globe to create and curate photos and videos for Snapchat users.

Built around Snapchat’s core ‘Stories’ feature, Discover is a way for brands to curate and distribute snippets of content that refresh every 24 hours. Snapchat makes sure to note that Discover is not a new social media feature, saying:

‘This is not social media. Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important.’

In their introduction video, seen below, Snapchat shows off just a few brands that have already hopped on board: National Geographic, VICE, People and Comedy Central – all some of the largest creators of content in their respective fields.

It’ll be interesting to see what brands hop on board and what content they start producing. What we do know is that this addition to Snapchat pivots the company slightly from what many think of it. It’s no longer just an ephemeral social network; it’s now a platform for brands to share and users to consume editor-curated content.

To find out more, you can check out Snapchat’s announcement post.