Snapchat’s ‘Discover’ feature is expected to be rolled out today, enabling video clips from major media brands like Comedy Central, Food Network, CNN, National Geographic, and Vice to be viewed by users.
Snapchat is expected to sell ads along with the videos, photos and articles and share a portion of the revenue generated with the publishers of the content.
The companies are expected to work alongside Snapchat’s content head Nick Bell, who has been helping Snapchat to form media partnerships with different channels and finding ways in which to capitalise upon its 100 million users.
Snapchat users will be able to use a ‘Discover’ button to view commercial media content.
An executive familiar with the matter told the New York Post that the revenue share on ads featured by the new Snapchat channels is expected to be more favorable to its partners.
Previously, Universal became one of the first advertisers on Snapchat with its "Ouija" movie and got millions of views on the platform.
The platform is dominated by a young audience, with a survey highlighting that the majority of its audience is aged between 14-to-17 -the fourth-biggest in the social media category.
