Snapchat wants people to know that the app isn’t just about sending ephemeral messages to their friends, but it’s also about reading news about the college they attend to or planning to go.
This morning, the company announced a deal with some student newspapers in the US. Its goal is to continue attracting young audiences, thereby, differentiating them from other platforms.
The first four participants are the Daily Californian, the Battalion, The Daily Orange and The Badger Herald. The program will be called Campus Publisher Stories.
These stories will have similar content as produced by other Snapchat’s Discover publishers. They’ll be published weekly.
Other publishers with a space in Discover are the New York Times, CNN and Cosmopolitan.
In fact, the company produces a daily show called Good Luck, America with host Peter Hamby, a CNN alumnus.
Most publishers on Discover have teams to create content solely for the platform. Their members include animators, writers, hosts, and videographers.
Is it the same as Discover stories as produced by national news organizations?
The Discover stories from student newspapers will be different from the national news organizations’ because the content is only for Snapchat users who are using the app on campus.
It’s possible through geofencing. This is a process by which the app assigns geographic boundaries to Stories.
The company didn’t reveal the exact terms of the arrangement. However, the company will split the revenue from ads on the campus publisher Discover stories.
According to Snapchat’s blog,
“Today, we are expanding Publisher Stories to include school newspapers. School newspapers play a critical role in informing and entertaining their campus communities, and they are often where the many leading journalists and editors that we work with got their start. We are partnering with dozens of colleges and universities, whose editorial teams will begin producing weekly Publisher Stories and distributing them on Snapchat. These Stories will feature Snap Ads to help each school monetize and grow their newspaper through a revenue sharing agreement.” – Snapchat
The University of Wisconsin’ Badger Herald has already assigned an editor and a team to produce Snapchat Discover story.
The editorial staff at the said newspaper is unpaid. Thus, the money generated from the deal will cover the newspaper’s operating costs.
Snapchat stories could bring at least 3,000 views a week. Each story will have up to 12 snaps, and they’re all updated every Friday.
The Badger Herald’s content will be mostly from its daily and weekly web editions, and they’ll be repurposed for Snapchat. This latest deal will be the most recent differentiator of the app from other social media platforms.
The biggest rival of Snapchat, Facebook, is also starting to produce original content. However, Snapchat’s Discover has been in existence since 2015 and allowed news organizations to create content for the said feature.
As social media platforms are boosting their news offerings, it’s clear evidence that users are hungry for news. In fact, the Pew Research Center reported that two-thirds of Americans are getting news on social media.