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Snapchat Wants to Move Into Sponsored Content

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Snapchat wants to move into the content market, and are approaching various companies about hosting their content within their Snapchat app – and they are courting companies that not only deal with video and images, but companies for text articles too.

Plans for Snapchat Discovery became known during the summer, with plans for a November launch rumored.  But Discovery would not only host content, but it would be a vehicle for serving ads to users, another area they have recently begun experimenting with.  They are currently

According to this mockup courtesy of Digiday, they have approached many companies about the content plan for Snapchat.

snapchatdiscoveryThe potential content partners include sites such as Buzzfeed, Vevo and Comedy Central, which feature a great deal of imagery and video content, but also sites like Cosmo and People which have a heavier text emphasis.  Other sites include CNN, ESPN, The Daily Mail, National Geographic and Spotify.  Some of the content would be created specifically for Snapchat Discovery as part of the partnership.

Content offered would be time-limited, similarly to how photos and videos within Snapchat are time limited, as a way to encourage users to check back frequently for new articles.

One thing that isn’t addressed is whether or not the typical Snapchat user would be interested in content, even if it is exclusively available on Snapchat.  And considering Snapchat is such a quick visual app, it is a pretty big jump that users who are used to viewing 5-10 second videos or photo montages would stick around to read an entire article in the same app.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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