Snapchat revamps Discover section, adds local publisher content for Indian users

A number of media brands have signed up and will start publishing content over the next few weeks.

Snapchat has launched a new localised version of Discover for the Indian audience. This is the first time Snapchat will be offering local publisher content in India. The company has partnered with a number of media brands which will start publishing content over the coming weeks.

Snapchat has expanded this new feature in the UK, France, Germany, Norway and the Middle East as well.

Discover had first launched on Snapchat in January 2015 with 18 brand partners and now it includes over 100 globally.

The Snapchat Discover partners for India include news from Brut. India, HuffPost India, The Logical Indian, The Quint, and VICE India; social video and entertainment from Pocket Aces (FilterCopy and Gobble), TVF (The Timeliners, Girliyapa, and The Viral Fever), and QYOU (The Q India); music and cultural content from Saavn’s OnRecord; and Bollywood and beauty highlights from MissMalini Entertainment, featuring MissMalini and Beauty BFF.

Snapchat Discover.

Snapchat Discover.

"By engaging with our growing and creative community in India, most of whom are aged 18-24, these amazing local partners will be able to inform and entertain this hard-to-reach audience in powerful ways that are native to our platform,” said Rami Saad, Head of International Content Partnerships, Snap Inc.

The content is expected to be in a vertical, full-screen format.

Snapchat claims that the time spent watching Shows on Snapchat globally has more than tripled since the beginning of the year and in Q3 of this year, 21 unique Shows in Discover reached a monthly active audience of over 10 million viewers.

These Discover stories might not run ad-free, though, as it is also offering advertisers spaces for tiled Story Ads, which are displayed in the Discover feed, and also Snap Ads that run within Publisher stories.

Also, there might be commercial breaks which may include non-skippable, six-second long video ads.

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