Now I have to Discover Snapchat

Snapchat breaks into media with Discover:

Snapchat’s highly anticipated media play is here, and it’s called Discover.

The messaging app rolled out the new feature Tuesday, which will allow media companies to publish content to the app for users to consume. In addition to having outside companies put content on the app, Snapchat is also reportedly introducing its own publishing arm.

Users will have a limited amount of time to consume a piece of content put on Snapchat, a move that provides urgency and keeps in the apps tradition of ephemerality.

That urgency bit is going to be important. That will change the nature of what is shared in this format. Exciting times, developing an entirely new style.

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