Snapchat to introduce changes to Discover to appease publishers and advertiser's concerns of overcrowding

Snapchat is attempting to convince paying publishers to stick with its Discover page by introducing a new subscription option that will allow users to follow their favourite publishers and receive notifications when new content is published.

According to Re/code the social media platform has been informing its partners that it plans to let users subscribe to their favourite channels and may introduce a push notification system to alert them when one of those publishers posts new content.

The company is also understood to be considering replacing each publisher’s logo with a magazine-like image that rotates each day depending on that publisher’s content.

The move comes in response to growing concerns from content publishers that the Discover page, which now has 19 publishers on board including MTV, Comedy Central, Vice and ESPN, is becoming overcrowded.

Joining the Discover service is a significant commitment for media companies who often have to employee a full-time editor to curate content for the service. These issues resulted in Yahoo and Warner music pulling out of the service.

More channels will be added to the Discover page though after Snapchat agreed a multi-year deal with Viacom to have exclusive third-party rights to sell advertising while also adding two new channels.

Discover is one of Snapchat’s main monetisation vehicles with advertisers paying to place ads alongside publisher content so growing its list of publishers will also increase its ad revenue. The addition of a subscription service and push notifications is a clear sign that the company is working to make the page more appealing to paying publishers and advertisers.

Tony Connelly

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