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Continuing its transformation into a content platform, popular messaging app Snapchat has rolled out an update that brings a few significant new features to its branded content channel Discover. Snapchat users can now share content clips with friends, which will include a clickable banner that would direct recipients into Discover. Online publishing thrives on virality, so it makes perfect sense for Snapchat to make Discover content easily shareable.
Moreover, users can also embellish on the content clip with their own drawing and captions before sending. Undoubtedly a good way to encourage reader engagement, brands should be mindful of the content they put out, as this feature opens content up to parody and co-option, potentially resulting in “next-level awkwardness” for brands and media owners.