Messaging network Snapchat presented its new Discover service, an innovative platform for content distribution nurtured by partners such as National Geographic, Yahoo!, CNN and ESPN.
It's not social TV. It's not television. It's not an online video platform. So, what exactly is Snapchat Discover? It is simply a new product in a new category that is yet to be baptized.
The messaging network Snapchat presented this week its new service for content acquisition, which combines social networking with distribution, designed specifically for a new and different audience.
Backed by partners such as National Geographic, Yahoo, CNN, VICE and ESPN, among several others, Discover introduces within Snapchat a new category in which users can access several "channels" dedicated to the mentioned media, which include small videos of up to 10 seconds in length, available for just 24 hours.
"What's new today, is history tomorrow," says a statement from Snapchat, which is taking its ephemeral messaging model to content and news.
Each one of these channels will present 5 to 10 news pieces each day, enriched with pictures, videos or text.
"This is not social media. Social media companies tell us what to read based on what is new or popular. We see it in a different way. We have editors and artists, not clicks and shares, to determine what's important," Snapchat explained, assuring that Discover will allow media companies to "build storytelling formats that focus on the narrative."
The service is offered to app users for free, financed by advertising.
A total of 11 partners will kick-start the service, including People magazine, Food Network, Warner Music Group, DailyMail.com and Cosmopolitan.
With this release, Snapchat stands in a privileged position in the social network's fight to form an alliance with TV (and take with them a slice of their advertising pie), innovating with a segment that appeared to be led by Twitter and Facebook.
Now, as with any innovation, all that remains is to know the results, which seem more like a mystery than anything else. What is certain is that, if successful, Snapchat would have created a new category that may become part of the future of Television.
To be the link between the main players in the entertainment industry is not an easy task. It means creating a platform aimed at a group of highly informed and demanding professionals. But with great effort and commitment, we did it.
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