Snapchat capitalizes on Facebook's News Feed tweak (SNAP, FB)
Snapchat is placing more emphasis on courting and growing its relationships with publishers,Digidayreports.
Last week, Snap Director of Content Mike Su emailed itsDiscoverpublisher partners and conveyed Snapchat’s commitment to work more closely with publishers to help them improve their content quality and increase reach.
Snapchat’s move to court publishers comes amid major content-strategy-related changes. As part of a staff reorganization, the company laid off about 24 employees, mainly from its content division, last week. Snapchat plans to fully roll out its app redesign, which will divide publisher and friend content into separate feeds, by the end of Q1 2018. The redesign could improve discoverability and ultimately lead to more views of publisher content and Snapchat ads.
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The company looks to build its relationships with publishers for two key reasons:
- Many of Snapchat’s users aren’t engaging with publishers on Discover Edition.
- The Daily Beast
- Several of its publisher partners have already halted Discover Edition content creation in recent months.
- stopped
- against
Snapchat’s move to court publishers is timely, given Facebook’s recent algorithm tweak that will de-prioritize publisher content. There’s evidence that Facebook’s tweak has already hurt publishers’ Facebook video views, and this could ultimately lead to lower monetization. The algorithm change will likely cause publishers to diversify video partners to minimize the impact of lower views on Facebook, which Snapchat can capitalize on.
Snapchat’s first ever publisher summit can help it win over publishers. Su announced the company would host a summit to inform publishers on Snapchat products and best practices. The summit will also give publishers a chance to network with each other and give Snapchat feedback. Additional details on the summit are scarce, but it's clear the event is aimed at convincing publishers to focus more on their Snapchat content strategy.
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