Snapchat Discover Draws More Publishers Than Instagram Stories


    With all the new features getting introduced into the Snapchat platform, users will naturally find it more and more challenging to find specific information that they want. Snapchat has rolled out a new feature that could potentially address this dilemma.

    The latest update introduces a persistent search bar that can crawl friends, publishers, groups, filters and Stories, among others. The goal is to make it easier and faster to find the content and functions that the users want. And this feature is increasingly becoming a way for traditional media companies to cash in.

    Specific Story

    While the change may look simple and unnoticeable, the significance is worth-noting. The reason is that the search bar will now serve as a jumping pad to services important to specific users.

    If you enter a name or a phrase in the search box, which is present in all Snapchat windows, it will offer suggestions that will allow users to head to a contact’s messages or to a specific Story.

    It guarantees that the user is never lost in the convoluted Snapchat world. If one wants to go back to previous content, for instance, he can just use Search instead of wading back to previous panels. This task is particularly troublesome due to Snapchat’s unique navigation system, which largely rely on a user’s familiarity with swapping around.

    Media Platform

    Aside from the improvement to usability, there are sources who expect that the new universal Search Bar will provide Snapchat another source of advertising revenue.

    Following the Google Search advertising model, the company could also ask businesses to pay so that their content will surface on top of search results. If this is implemented, then Snapchat will have another value proposition for investors especially since it just recently went public. This is now seen in the increasing Snapchat adoption by media outlets as a way to distribute contents to their respective audiences.

    Snapchat Discover vs. Instagram Stories

    What is also quite interesting is how Snapchat Discover allows publishers to monetize their contents. This is now one of the reasons why it should be a more attractive option than its rival feature in Instagram Stories.

    Take the case of Vulture. Several days ago, it opted to chose Snapchat Discover  and it will start creating contents that are exclusive to the platform such as interviews with actors and personalities as well as commentary and product recommendations.

    “Vulture’s smart but playful take on the world of entertainment has a sense of fun that’s a great fit with Snapchat Discover,” Vulture’s Michael Silberman said. “The platform brings Vulture to a new, growing audience, and offers us the chance to learn more about the stories that resonate with Snapchatters.”

    Vulture has followed the likes of People and Entertainment Weekly.

    Some publishers are also noticing that Snapchat Discover appears to be more effective in terms of engagement. For instance, Popsugar noted that completion rates average 90 percent in comparison with Instagram Stories average of 49 percent.

    “Snapchat is really more about inventory and the available media within the channel,” Oren Katzeff, programming head at Tastemade, said. “The more audience we drive, the more inventory we have to sell in the marketplace. Subscriptions make a difference. When there are subscribers coming back every day, we can have a predictable level of traffic each day.”