What Happened
Snapchat rolled out a revamped app design on Tuesday, aiming to get more users to check out the Discover content created by its publisher partners and give its ad business a boost. True to the initial report of the revamp surfaced over two weeks ago, this redesign is focused on making the Discover channels more visible and accessible. The publishing portals are transformed from the dull circles of media company logos into dynamic tiles that serve as covers teasing the content inside. The Live Stories section in the app now includes a carousel of Discover channels at the top, and Snapchat also added a subscribe button to the Discover channels to allow users to follow the publishers they like in their Stories feeds.
What Brands Need To Do
With a new look designed to draw more eyeballs to its publishing channels and the ads they carry, it is clear that Snapchat’s decision to bring its publishing hub into the spotlight is fueled by its chase for more ad revenue. The popular messaging app has been making strides in gaining new users and building out its ad products, recently enlisting comScore to track Discover traffic and launching a shoppable ad format. Therefore, brands wishing to connect with the younger generations should consider adding Snapchat to their media buying plans.
Source: Variety
