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Snapchat launches new tool to help media posts

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Snapchat has launched a new tool, called Dynamic Stories (‘Dynamic Stories’), which creates Stories from articles and news published by certain media outlets associated with the platform and places them in the Discover feed.

As explained by a spokesperson for the platform to Axios, Snapchat has promoted this functionality to make it easier for the media to publish and disseminate current content, as well as speed up its conversion into the Stories format.

With Dynamic Stories, this new Discover format uses an RSS Feed from one of our partners to automatically create Stories from content a publisher is already creating on the web.”

In this way, the media will not have to create content adapted to the vertical format of the Stories, since it is automatically generated in Snapchat with information from the published articles.

The Stories that are available in Discover will be updated in real time, so the media that are part of this agreement will not have to do extra work or modify their content in the feed itself.

Once these dynamic Stories are created, they will be available to users through Snapchat’s curated content platform and subscription feeds. In this case, they will be shown in the ‘Happening now’ section.

The means with which it has been associated to implement this option belong to different countries of the world: the United States, France, the United Kingdom and India. Among some of the US titles that are part of this initiative are Axios, Bloomberg, CNN, Condé Nast, Insider, New York Post, The Wall Street Journal, Vice and TMZ, among other US publications.

Other newspapers and magazines in the United Kingdom have also joined this, such as British Vogue UK, The Independent or The Mirror; as well as France, with Femme Actuelle, Le Figaro and Paris Match. Lastly, Indian media such as MissMalini, Sportskeeda, The Quint, Times Now, Vogue India and Pinkvilla will debut in this new feature.

For the time being, Snapchat will be working with these publications and has announced that it plans to add more news partners in the coming months, as confirmed by Axios. Likewise, the platform has indicated that only publishers and creators who have been previously verified will be able to publish the content that will later appear in Discover.

With this tool, Snapchat seeks to support local media outlets to bring their content to their entire community and, so far, says they have obtained satisfactory results with two different media.

To do this, it has given the example of Foot Mercato, in France, which has grown to exceed 100,000 unique monthly users and has approached 10,000 subscribers.

On the other hand, he has referred to The Washington Post, which in the first week of the war between Ukraine and Russia reached more than 1.1 million Snapchat users.

However, from Axios they report that sources from the platform partners, who have been testing this modality recently, assure that this tool has not generated significant income during this first phase.

It should be noted that this is not the first time that the platform has sought to highlight news content on its service, since in 2018 it established a collaboration agreement with the news publisher NowThis.

This service, called NowBreaking, was used to cover breaking events with a significant national or international impact, presented in a Stories format through NowThis Publisher Story.

Likewise, the media and publishing groups themselves, including The Washington Post and ESPN, have also launched their own breaking news channels.

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