Happy Birthday Snapchat Discover!

I can’t believe it has been a year since drafting the post, but on the other hand it feels like I have been using Snapchat Discover for forever. To be honest, I never even used Snapchat until I started using the discover feature.


Previous Post From April 8, 2015

Soon after its release, Snapchat discover became my go to news source for evening reading. I can select my favorite channels and swipe through all the stories for the day. I love the platform because it is highly visual and includs short copy making an easy read. I stopped watching the morning news because most of the stories would be covered on Snapchat the night before.


Screen shot of my phone and the Snapchat Discover options visible at the top. They order themselves by the most views.

But to move on from my use of the product, a lot has changed since its release 1 year and 2 days ago. For instance, take a look at the stat below.

Snapchat gets 4 billion video views a day, according to an International Business Times report.

That is an impressive statistic, since Facebook is viewed as a social media power house. Today, more and more organizations are realizing that Snapchat Discover is an effective way of reaching young users. One of the organizations that is presented on Snapchat Discover is Cosmopolitan (and they are one of the two organizations I make sure to check everyday). Cosmopolitan has been able to create a niche for itself on Snapchat and their leaders recognize its power.

Over the past year, publishers have made it clear that their Snapchat channels have moved from experiments to core offerings. Cosmopolitan’s Snapchat Discover channel generated, on average, 19 million views per month, Poynter reports. Cosmopolitan.com generates 20 million unique visitors per month, according to its website. BuzzFeed CEO Jonah Peretti has said views from Snapchat make up 21 percent of his company’s total traffic. Read more.

You will also notice that there are a lot more organizations participating on Snapchat discover that were one year ago. You can see the comparison from my old post image compared to a screen shot of all the organizations participating today.


Screen shot of the organizations participating on Snapchat discover today.

Today there are so many options that anyone can find content that interests them. But for organizations to participate, it takes quite an investment. These participating organizations must make custom content for this platform, which takes manpower. But, when the organizations can make it work it can be very beneficial, as we saw with Cosmopolitan earlier.

I doubt that one year ago I would have predicted that Snapchat Discover would have been hanging with the big dogs like Facebook. But now, I think it is safe to say that Snapchat Discover isn’t going anywhere and I am looking forward to seeing where this platform goes in the next year.

You may also like…

Here Are 6 New Snapchat Stats That Show Why Marketers Want Inside That Walled Garden

Snapchat Discover One Year Later: How 23 Media Companies Are Building Stories For Evan Spiegel


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