Snapchat has added BuzzFeed and iHeartRadio to its Discover portal—which lets publishers share up to 20 stories a day on the social mobile app—and Yahoo and Warner Music Group's channels have been deleted. But the reasons for those moves are a little unclear.
"Since launching Discover with Yahoo and Warner Music six months ago, the teams have been continuously experimenting and learning what type of content works best," Los Angeles-based Snapchat said in a statement. "Although we have new partners joining Discover today, we continue to look at different ways we can work with Yahoo and Warner Music Group on Snapchat in the future."
A Yahoo spokesperson added: "As we continue to find unique opportunities to reach people with our content, we're looking forward to continuing to work with partners, including Snapchat, that can bring our live video and other properties to new users."
Snapchat launched Discover six months ago with a dozen publishers, including Daily Mail, CNN, People, ESPN and Vice, on board. As an example of how they employ Discover, Vice has been featuring "best of" content selected by its editors.
Also, Snapchat lets partners sell ads against their Discover channels while asking for 30 percent of the revenues—unless Snapchat sells the promos, in which case it would take half. It's unlikely that the dismissal of Yahoo and Warner Music will affect those companies' bottom lines; Snapchat advertising is still in its nascent stages. But it could be a blow if the platform matures materially for its publishing competitors—like BuzzFeed and iHeartRadio—soon.
It will be particularly interesting to watch BuzzFeed on the channel since it's unusually dedicated to vertical video, Snapchat's format of choice. BuzzFeed's first post today was a clip of guys trying on women's lingerie.
Re/code reported on July 23 that Snapchat would be adding and dismissing Discover partners.