And, we’ve seen the exits
. Many publishers are quitting Snapchat, and fast. Just a few weeks ago, magazine giant Condé Nast announced it would be ending its Snapchat Discover
channels for its WIRED, Vogue and GQ brands and letting go of employees who were brought in to produce them.
“It just directly connects you with a super coveted audience,” said Sebastian Vega
, one of my colleagues who works on the New York Times’s Snapchat Discover team. “Even if Snap’s numbers are down, there are still like 180 million users on the platform and most of those people fall into publishers’ targeted demographic.”
Sebastian also mentioned to me that the platform itself brings another chance for publishers to flex their innovative arms. “The way we’re presenting news on the platform is super smart and innovative,” he said. “And it’s extremely mobile friendly.
, another member of the Times’s Discover Team gave me a sneak peak into the Snapchat creative process.
She mentioned that there’s a lot to think about when creating stories on the platform: deciding whether to disseminate stories through single or multiple snaps, deciding how to prioritize copy and visual elements and working with a crew of writers and designers.
"It’s a very particular type of news judgment that goes into reaching a specific audience — and their aesthetic and topical interests,” she said.
How are you using Snapchat? Do you think the platform is nearing its sunset? Let me know.