Snapchat's Discover offers news, entertainment, and 'gorgeous' ads

News stories will be available on the channel for 24 hours, along with advertising.

VENICE, CA: Snapchat has launched Discover, a channel that pulls stories from media partners such as Vice, DailyMail.com, CNN, and National Geographic.

Along with its usual disappearing video and photo messaging service, Snapchat will show news stories through Discover, with each piece typically available for 24 hours.

Discover will also show ads against the media content, though Snapchat hasn’t said how much this will cost, nor who its initial ad partners are. The messaging app already displays temporary ads through its "recent updates" feature, though only in the US.

The feature bucks conventional wisdom about news shared on social media, which suggests users are more engaged with news stories shared by their friends than those pushed by brands.

Snapchat, however, is reverting to a top-down approach, marketing its ambitions to take on Facebook as a fully fledged content company.

"Social media companies tell us what to read based on what’s most recent or most popular," the company wrote in a blog post. "We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important."

The company said it had built Discover to "serve the art," rather than forcing creators to adapt their content to new technologies.

To that end, Discover will feature full-screen photos and videos, long-form layouts, and "gorgeous advertising."

This story originally appeared on the website of Campaign US.

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