How Publishers Use Snapchat Outside the Discover Feature

Call it Snapchat lite. Publishers are straining to get past the velvet rope of Snapchat’s Discover, but the feature isn’t without its downsides. It takes dedicated teams of people to do the highly produced content on a daily basis that the platform demands. As a closed platform, Snapchat doesn’t send traffic to sites, so the effort can be hard to justify unless they’re getting a lot of views and ads. And with 16 separate channels in Discover, each publisher now has to work all the harder to compete for attention.