We reported a few days ago that Snapchat would soon be diversifying its offerings by expanding its ephemeral messaging app to include original content. This is a smart move for the company, which has enjoyed ridiculous amounts of popularity over the last couple of years, and the new feature will supposedly be making its debut later today.
Snapchat’s boosters have long argued the company could be more than just a messaging service: It could also be a platform for media companies to reach the startup’s youthful audience. Now Snapchat will try to deliver on its promises. Sources say it plans to debut its long-awaited “Discover” feature Tuesday morning. Discover has been in the works — and reported on extensively — for much of last year. Over that time, Snapchat executives have changed its name, prospective launch date and business terms, but the main thrust has remained the same: Snapchat users will be able to skim a selection of multimedia content from publishers including ESPN, CNN, Vice and Warner Music; Snapchat will sell ads against the videos, photos and articles, and share the revenue with the publishers.