Snapchat Makes Alignment with NowThis to Market Discover Section of App

By CIOReview | Tuesday, March 15, 2016
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FREMONT, CA: Snapchat, a common video messaging application that allows users across the world to share photos, record videos, add a filter, sketch overlay, and send them to a controlled list of recipients, has recently added NowThis as its next partner for app’s  Discover section. NowThis, is a media company that sees more than one billion video views per month by producing and distributing short-form news video directly for social consumption. Snapchat’s new alignment with the video-only publisher will consider its platforms as the newest Discover channel on Snapchat.

"We couldn't be more excited to be joining Discover and participate in this growing medium for publishers. As a distributed media company, we are entirely focused on bringing interesting and entertaining videos to where our audience lives, and in a way that is conducive to the platform where the content is being consumed. With our more than one billion video views per month across social, we look forward to extending our reach and bring our compelling content to this highly engaged audience,” says  Athan Stephanopoulos, President of NowThis.

Snapchat’s Discover differentiated itself from its fellow contemporaries, as the most convenient way to explore Snaps from different editorial perspectives. Where users have to tap a channel icon on the Discover section of the Story screen to open a channel, swipe left to skim through Snaps, and swipe up on a Snap and it provides awesome videos, articles with content that leans under each top snaps. In an article at re/code, Kurt Wagner states that NowThis isn’t the traditional news publisher and it doesn’t have a Web homepage. Instead, it takes BuzzFeed’s “distributed media” approach, sharing its content directly to platforms like Twitter, Facebook and YouTube. It already had a Snapchat account, but now it has an official channel, too. NowThis will be designed with an approach that features must-see videos of the day across breaking news, entertainment, politics, pop culture, tech and more. Its creative functionality helps picturising the news, while giving context at the same time.