They will be disguised as "content."
Snapchat received a brand new look today that might seem good at first, but might lead to more advertising. The messaging app is revamping itself with a new design. It mashes the Discover tab with the Live Stories tab, collecting strings of videos and photos that users collect at specific events. The publishers want to amass big audiences and, hopefully, sell whatever has been sold.
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About 20 different publishers including Vox, Hearst, and CNN, produce daily content for Discover with exclusive content. For example, MTV has a branch of people within the company that works just for Snapchat.
In exchange for getting millions of daily views, Snapchat requires the brands to sell ads using their content as part of a revenue sharing agreement. Some publishers complained that people weren't seeing the content they released, however, because people usually only use it to communicate.
While publishers aren't sure that this new change will boost their viewers, some say that this is a step in the right direction, according to PC Mag.
"With the product change, it takes things to the next level in really allowing us to showcase a little bit of a teaser of the look and feel of what's to come in that edition," Oren Katzeff, head of programming at Tastemade, said.
"Everything [up until now] has been behind a wall—you have to press the logo to then get taken to the experience," he said. "What's exciting about the redesign is that it allows you to take some of the content that's performed well and showcase it more."
Since Discover launched in January 2015, publishers have used small circular icons to drive readership. Now, media brands create headlines and images to get people to click and see the content. In theory, this should help bring people to click on the content.
"Let's face it, if you don't know the IGN brand, you don't know what it means," said Peer Schneider, gm and co-founder of IGN. "You may be able to infer that it's related to gaming from the logo—it looks a little bit like a controller—but you don't really know what the edition is about."
They will likely have to use "clickbait" headlines.
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"That's a video where one of our tastemakers is making this amazing dish, and you wouldn't know that [yesterday] on Discover," Katzeff said. "On that headline and new design, you have to be very quick hitting with your messaging because there's not a lot of room to work with."