Brands bet on Snapchat Discover to reach millenials

The service of the famous mobile application, Snapchat, will now offer news and videos to its users, through their content platform called Discover.This new version was achieved in association with brands such as CNN, ESPN, Daily Mail, Yahoo News and seven other media companies to present videos and articles in their messenger service. Likewise, each user will be able to access different stories every day, that will end up disappearing after 24 hours, maintaining the main feature of the application.These contents will deal with more than just information, because some companies involved in the project also hope to show more specific content, likeComedy Central, that will promote its entertainment content on its paid TV signal; Food Network will share popular recipes; and ESPN will present statistics of its different sports leagues. “Snapchat Discover is a new way to explore stories from different editorial perspectives. It is the result of the collaboration of worldwide communications leaders who want to build a format to tell a story that places narrative at the forefront,” pointed out the platform company on its official blog.This change will mark a new direction for the application, which started as a simple service to exchange photos and videos which disappear after they have been seen. The platform’s popularity among the millennial generation has turned it into a space of interest for the inclusion of new media and the possibility of creating your own content.