Daily Mail adopts Snapchat Discover to push Mail Online content at smartphone users

Twelve global publishers to embrace Snapchat's latest feature

British media giant, Daily Mail and General Trust (DMGT), is teaming up with Silicon Valley startup Snapchat in a bid to push content from the Mail Online website to mobile users.

The company is tapping into a new Snapchat feature called Discover, which is a new way for readers to explore stories from different editorial teams.Through the partnership, DailyMail.com will be given its own dedicated news channel on Snapchat, as will eleven other publications including National Geographic and Vice.

Writing on its blog today, Snapchat said:

"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.

"Discover is different because it has been built for creatives. All too often, artists are forced to accommodate new technologies in order to distribute their work. This time we built the technology to serve the art: each edition includes full screen photos and videos, awesome long form layouts, and gorgeous advertising.

"Discover is new, but familiar. That's because Stories are at the core - there's a beginning, middle, and end so that editors can put everything in order. Every edition is refreshed after 24 hours - because what's news today is history tomorrow.

"Discover is fun and easy to use. Tap to open an edition, swipe left to browse Snaps, or swipe up on a Snap for more. Each channel brings you something unique - a wonderful daily surprise!"

Mail Online publisher and editor-in-chief, Martin Clarke, said: "Every day DailyMail.com will offer Snapchat users 10-15 of its best news stories.

"Stories are either full length articles or the best video stories of the day. It will encompass a collection of breaking news, showbiz, lifestyle and all of the stories that DailyMail.com is famous for."

Jon Steinberg, CEO of Daily Mail North America, added: "DailyMail.com on Snapchat is news and entertainment in our style and substance but also custom to this new media channel.

"I think the notion of channels and 'snaps' as news makes Discover something truly different from what anyone's seen on a social platform to date."

Evan Spiegel, CEO and co-founder of Snapchat said: 'We are huge fans of the DailyMail.com and we are grateful for the opportunity to partner with their outstanding team.'

The new Discover feature will be available to all users of the app who download the latest update.

Other partners are ESPN, Comedy Central, the Food Network, CNN, Cosmopolitan, Yahoo! News, People, National Geographic, Vice and Warner Music Group.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in