The Daily Mail, Vice Media and Snapchat, the messaging app once mainly known for sexting, might seem unlikely allies in shaping the future of media distribution. But in the frenetic search for the next big social media platform, it seems media organisations are prepared to accept unlikely bedfellows in the name of necessity. Such was the case last week when Vice and Mail Online joined CNN, Cosmopolitan, National Geographic and other media brands in launching Snapchat’s new Discover feature. Media partners create what Snapchat calls “editions” – bundles of stories that disappear after 24 hours – for the new platform, with Snapchat’s fledgling editorial team also providing content.
- Messaging apps provide vast scale, with WhatsApp alone said to have 700 million active users, more than double the number on Twitter.
- Snapchat is shy about sharing numbers but in December 2014 TechCrunch reported it had close to 200 million monthly average users, up from 100 million in August, with the company valued at at least $10bn.
- This may be far from Facebook’s 1.39 billion active user base but Snapchat appeals to the kind of youthful audience that Facebook is said to be failing.
The new Snapchat feature allows users to be more interested in the social media site as they now have different links to different companies that provide 24 hour updates/news. The companies are also suited for different people e.g. Cosmopolitan for women and Food Network for both males and females, young and old. There is also MTV for younger users and National Geographic for older users.
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