Snapchat has launched Discover, a new channel that pulls in stories from media partners such as Vice, DailyMail.com, CNN and National Geographic.
Along with its usual disappearing video and photo messaging service, Snapchat will now show news stories through Discover, with each story typically available for 24 hours.
Discover will also show ads against the media content, though Snapchat hasn’t said how much this will cost, nor who its initial ad partners are. The messaging app already shows temporary ads through its "Recent Updates" feature, though only in the US.
The new feature bucks conventional wisdom about news shared on social media, which suggests that users are more engaged with news stories shared by their friends than those pushed by brands.
Snapchat, however, is reverting back to a top-down approach, marketing its ambitions to take on Facebook as a fully-fledged content company.
The company wrote in a blog post: "Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important."
The company said it had built Discover to "serve the art," rather than forcing creators to adapt their content to new technologies.
To that end, Discover will feature full-screen photos and videos, long-form layouts and "gorgeous advertising."
This article first appeared on marketingmagazine.co.uk.