Media Landscape AnalysisSnapchat Discover

Briana Rinaldo, Carly Kaplin, Biko Skalla, Jonathan Gordon

What is Snapchat Discover?“...a new way to explore Stories from different editorial teams. It’s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first.” (Snapchat, 2015)

• Began with 11 participants (Vaynerchuk, 2016)

• 20+ participants today

• Refreshes every 24 hours

@bririnaldo, 2016

Is it working?Why would Snapchat do this in the first place?

• Appeals to “short attention spans”

• Greater opportunity to go viral

• Multiple screens

• Keeping up with trends

(Wikipedia, 2015)

Success

• 20+ media companies, plus “local” stories

• 500,000 - 1 million Ad views/day (Shontell, 2015)

• $750,000/day to place Ads on stories (Dave & Pierson, 2015)

• Opened the door for Geofilter Ads (Shontell, 2015)

(Wikipedia, 2015)

How people are actually using it?Advertising

• 20+ publications - ads within articles• Sponsored Geofilters and lenses

o Chipotleo Asoso Taco Bell

• Swipe-up rate is 5x higher than ads on comparable (Snapchat, n.d.)

Is Discover disruptive?• For users?• For competitors?

o Twitter, Instagram, etc. (Snapchat, n.d.)

How people are actually using it?Cross-platform sharing

• Within app: sending as Snapchats to friends

• No real ability to share outside of Snapchat

• Weakness: go to the source of the article? No credit for Snapchat

Has BuzzFeed Adopted It?Of course!

● BuzzFeed has it’s own Discover page showcasing some of their favorite posts from their website, but catered to SnapChat viewers.

@BikoRicoSuave

Comparing BuzzFeed’s Snapchat Discover to BuzzFeed.com

BuzzFeed’s Discover page shows a much simpler version of their online content.

There are no links on the side to jump to different BuzzFeed articles.

@BikoRicoSuave

(BuzzFeed, n.d.)

Advertisements on BuzzFeed.com vs BuzzFeed Discover

BuzzFeed’s advertisements also differ from the website to the Discover page.

You are forced to see at least the start of the ad on Discover. @BikoRicoSuave(BuzzFeed, n.d.)

Growth and Future Potential• Remains independent (worth almost $20 billion) (Hartung, 2016)

• Unlike other platforms, not shareable

• Shook a bad reputation

• Imitators can’t compete

(Vaynerchuk, 2016)

Growth and Future Potential• Initial involvement of timeless titles

o National Geographic, People, ESPN, etc. (Snapchat, 2015)

• Content always relevant and on rotation• Added new names from various genres and fields

o Vogue, Mashable, MTv, Tastemade (Yotka, 2016)

• Recently eliminated local stories, focus on live events (Kastrenakes, 2016)

• Staying power via popularity and more potential for advertising

• New way to gain news, updates and insightso NYFW, Presidential Debates, breaking news

(Chowdhry, 2015) (Constine, 2016)

(Constine, 2016)

CitationBuzzFeed. (n.d.). Retrieved September 9, 2016, from https://www.buzzfeed.com/

Dave, P., & Pierson, D. (2015). Cheap content, growing reach make Snapchat a fast-rising star. Retrieved September 09, 2016, from http://www.latimes.com/business/la-fi-snapchat-new-business-20150417-story.html#page=1

Chowdhry, A. (2015). Snapchat's New 'Discover' Feature Has Content From ESPN, CNN, Food Network And Others. Retrieved September 11, 2016, from http://www.forbes.com/sites/amitchowdhry/2015/01/28/snapchat-discover/#2369f01354fc

Constine, J. (2016). Snapchat uncovers Discover. Retrieved September 11, 2016, from https://techcrunch.com/2016/06/07/snapchat-discover-previews/

Hartung, A. (2016). Why Is Snapchat Worth $20B? The Value Of Implementing Trends. Retrieved September 11, 2016, from http://www.forbes.com/sites/adamhartung/2016/05/27/why-is-snapchat-worth-20b-the-value-of-implementing-trends/#1f82da6e53fa

Kastrenakes, J. (2016). Snapchat ends local Stories to focus on live events. Retrieved September 11, 2016, from http://www.theverge.com/2016/9/7/12830618/snapchat-ends-local-stories-for-cities

CitationShontell, A. (2015). Advertisers are supposedly paying insanely high rates to get their ads on Snapchat. Retrieved September

09, 2016, from http://www.businessinsider.com/snapchat-discover-ad-rates-2015-3

Snapchat (2015). Introducing Discover. Retrieved September 11, 2016, from http://snapchat-blog.com/post/109302961090/introducing-discover

Snapchat (n.d.). Success Stories. Retrieved September 11, 2016, from https://www.snapchat.com/ads

Team, P. M. (2016). Snapchat Gives Stories, Discover a New Look. Retrieved September 11, 2016, from http://me.pcmag.com/software-reviews-6/7774/news/snapchat-gives-stories-discover-a-new-look

Vaynerchuk, G. (2016). The Snap Generation: A Guide to Snapchat's History. Retrieved September 11, 2016, from http://www.huffingtonpost.com/gary-vaynerchuk/the-snap-generation-a-gui_b_9103216.html

Wikipedia Commons. (2015). File:Snapchat-large.jpeg. Retrieved September 14, 2016, from https://commons.wikimedia.org/wiki/File:Snapchat-large.jpg

Yotka, S. (2016). Vogue Is Now on Snapchat Discover! Retrieved September 11, 2016, from http://www.vogue.com/13472731/vogue-snapchat-discover/