Snapchat to overhaul Discover to boost brand traffic

Rachael Micallef
By Rachael Micallef | 2 June 2016

Snapchat is overhauling its branded Discover section, replacing static media logos with actual magazine cover images.

In a report from Digiday, the Discover redesign will see it function more like Instagram, with a feed-based scroll of content. It is thought the redesign will be unveiled next week.

The move is a big one in Snapchat’s battle for media dollars, with the new look aimed and drawing more eyeballs to the branded content.

Currently, Discover has close to 20 publishers including ESPN, Vice and BuzzFeed, which create bespoke content for the platform. But Digiday says traffic through Discover varies wildly for different brands.

In April this year, Snapchat announced its uses are watching 10 billion videos a day, ahead of Facebook who’s users are watching 8 billion a day as of February. More than a third of Snapchat’s daily users broadcast photos and videos - stories - of their lives.

Snapchat is also increasingly eyeing the Australian market, naming former News Corp NSW sales director Kathryn Carter as its GM in April, as it looks to boost commercial operations.

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