- Business Insider/Snapchat
Snapchat Discover, the section of the app where you can catch up on the day’s news, is a certified hit.
Discover has attracted media companies from BuzzFeed to CNN to The Wall Street Journal. And Snapchat has continued to attract new partners like Vogue, which made its Discover debut last month.
Discover has also captured the love of Snapchat’s users. When Business Insider interviewed ESPN’s digital boss John Kosner last month, he shared that ESPN’s Discover channel gets a whopping 18 million unique viewers per month, and 2.3 million per day. That’s a huge chunk of viewers.
Anecdotally, I recently talked to a 20-year-old who said she got her news exclusively from Snapchat Discover and podcasts, which might be terrifying to hear if you work in more traditional forms of media.
But when we talk about Snapchat Discover being a success, it’s worth pointing out one particular thing: Discover is the tabloid rack of the digital world.
That doesn’t mean the production value is poor; in fact, many of the stories are a seamless mashup of GIFs, videos, and text. It’s impressive. And it also doesn’t mean that Snapchat hasn’t signed up some more serious partners: WSJ, Vogue, and so on.
Yet still, every time I open the app it feels like I’m waiting in line at the grocery store, perusing the latest and greatest in the world of tabloids. Just glance to the right for a taste. This isn’t Snapchat’s “fault,” since each publication is responsible for choosing its own editorial direction on Snapchat.However, the stories that publications choose for Snapchat are an indication on what they think works on the platform, and that does tend toward a certain sensibility.
But don’t just take my word for it!
I took notes from the past week on which headlines appeared on the first few screens of my Snapchat Discover section. Here is a random sampling of the biggest news in Snapchat world (I trimmed a few off the list that were hard to understand without a picture, but other than that, I didn’t cherry-pick them).
Here’s the list:
- The untold story of Michael Jordan’s banKim flees Paris after $11m heistZeke and Dak do it again for DallasFeed the wildlife in Mafia III10 ways to be beat procrastinationClassy AFIs Gaga pregnant with a demon baby?Dez Bryant: ‘I’m America’s most hated’This beauty treatment made my eyebrows fall outThe 21 most romantic facts of all timeStar: ‘I need weed to survive’12 hidden features in iOS 10Australia’s biggest football matchThe secret to hack your own PSL18 makeout tips you need to tryWhat your sign says about your bathroom habitsThe one change the Warriors want KD to makeSeptember’s biggest beefsBeware of the iPhone 7’s water resistanceHoley Moley! Kim slays ParisWhat the hell just happened in St. Louis10 things you should never do at a wedding21 times texting was too realThe sex ed they should’ve taught in schoolKim K ditches Spanx after attackIs Adventure Time Finn-ishedDid Tim Tebow homer on his first pitch? You bet he didOlympians visit the White House21 times Tumblr was way too real about sexting6 degrees of star sex12 sex fears every guy hasCaffeination across the nationsRihanna shows us how it’s doneCartman learns about the female anatomyEvery time Kim Kardashian has posed nudeAmerica is hate-watching this electionGisele & Tom: Shots & bikinisMcGregor goes off at UFC 205 press conferenceNew Batman film may be coming soonThe 18 most offensive Halloween costumesDrunk History on the Titanic: What could go wrong?Lizzie McGuire is all grown upPolitical fist fight breaks out on live TVWho will punch Martin Shkreli in the faceBella’s best shoot everSnapchat’s new smart glassesDon’t believe in love? Read this9 American foods that are banned in other countriesMen tell us why they cheated19 things only truly gross best friends will understandWhy the 2016 election is so terrifyingBoy, 3, filmed smoking weedPeace out, Biebs7 reasons to avoid iOS 10Battle on skates25 pictures that will change your worldviewThe lies people told to get laidWould you go on a date in VR?Last-second TD overturned in crazy finish5 ways hooking up is different for men & womenWhat it’s like to date when you can’t have sexI drink 200 cups of coffee a dayThe sexual attraction editionKG’s amazing career in his own wordsIt’s 5 o’clock somewhereAdriana Lima & Naomi Campbell slay VersaceAn iPhone-charging hoodie & more sexy future tech
Snapchat declined to comment.