Discover Turns Snapchat Into a Destination for Consuming Content

Earlier this week, Snapchat announced Snapchat Discover, wherein the burgeoning — and well funded — startup collaborates with “world-class leaders in media” to turn the app into a destination for consuming content.

Since Snapchat has always hosted content, this may not seem like a major change in direction. In fact, Snapchat notes in the official blog post that “Discover is new, but familiar,” because Stories — meaning narratives — are the core.

The big change is in the shift from Snapchat being a place where users share personal stories and content, to Snapchat becoming a platform where users can consume content.