Posted by Unknown / Tuesday, June 14, 2016 / No comments / tech
Snapchat Rolls Out Ad-Friendlier Design
Snapchat recently began rolling out its redesigned Discover page. It now
displays images and headline previews of the content inside Discover channels
and live stories on the Stories page. It previously displayed only logos for
publishers or events on those sites.
Publishers now can include an image and a headline to
promote each day's story. Their stories will run beside user-contributed Live
Stories on both the Discover and Stories pages.
The Discover page has a grid of tiles, similar to
Pinterest. The Stories page combines the rows of static Discover channels into
one scrollable row.
Snapchat users now can tap and hold to subscribe to their
favorite Discover channels, instead of having to pull them up out of the entire
Discover list as before. Subscribing will place unread stories below updates
from users' friends on the Stories page.
The redesign "could help with the number of hits a
publisher gets, since it will put the content in the same context as Live
Stories," noted Mike Jude, a program manager at Stratecast/Frost
& Sullivan.
"The subscribe feature is kind of nice too, because
then if you see something on your Stories, it's because you put it there,"
he told the E-Commerce Times.
Snapchat's redesign may help it take on the competition --
YouTube and Facebook -- more effectively.
The tiled view could help draw more advertisers to
Snapchat, which reportedly has hit 150 million users daily, up from 110 million in December.
That's still a far cry from Facebook's 1.1 billion daily active users
worldwide, though. On the other hand, consumers viewed 3 billion videos on
Snapchat daily last July, while Facebook chalked up about 4 billion. YouTube
hit the 4-billion video view mark in 2012.
Big brands reportedly are paying millions of dollars for
video ads on Live Stories or in Snapchat's Discover network in an effort to
reach young people. More than 60 percent of smartphone users aged 13 to 34 use Snapchat,
the company has claimed, and advertisers are hungry for access to that
demographic. "Advertising is primarily a push dynamic, [but]
Snapchat is more of a pull dynamic," Jude remarked. "As an
advertiser, you always look for the people who are clicking into your copy. You
want active readers rather than passive ones."
Snapchat "is crossing that dangerous chasm from social
media site to viable business," Jude cautioned. "Monetization is hard
and demands that the basic social model change to either capture more
advertising attention or more subscription revenue -- and getting the balance
is critical."
Snapchat is trying to steer clear of subscriptions, he
said, "but as an advertising channel, it must demonstrate that it can
capture and hold people's attention long enough for advertising to stick."
However, Snapchat moments "are very brief and focused
on a communication that lasts for ... a matter of seconds," said Larry
Chiagouris, professor of marketing at Pace University.
"Snapchat and media partners will need to train an
entire generation to get news from the Snapchat ecosystem," he told The
E-Commerce Times. "This is doable, but not in the near future, and could
take years."Until Snapchat moments can be proven to impact consumer
behavior, Chiagouris said, "advertisers will not jump on board beyond a
little experimentation."
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