Snapchat has lost two content partners, but added two more as replacements. The ephemeral-messaging app removed Yahoo and Warner Music Group from its branded content aggregation platform Discover. In those companies’ places, Snapchat has signed up BuzzFeed and iHeartRadio.
Discover, which charges advertisers two cents per video ad view, allows brand partners to publish what are known as Stories, 24-hour pieces of content made up of video, text, and images. Both Yahoo and Warner Music Group were two of the dozen or so launch partners when Snapchat unveiled its Discover platform in January 2015. Now, BuzzFeed and iHeartRadio will serve up content on Discover instead.
BuzzFeed will provide Snapchat with the content the brand is famous for – viral videos and posts. AdWeek notes the first piece of content BuzzFeed posted on Snapchat Discover on July 27, 2015, was a clip of the Try Guys comedy group wearing women’s lingerie. As for iHeartRadio, the popular music streaming site will share news, spotlights on upcoming musicians, and artist interviews.
Does this mean Yahoo and Warner Music Group’s relationships with Snapchat are over? The messaging app, which has over 100 million active users doesn’t think so. Snapchat is still working with both brands to figure out how to include them on the app and its related platforms.
“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,” a Snapchat rep 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 (WMG) on Snapchat in the future.”
AdWeek also quoted a Yahoo spokesperson who said, “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.”
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