Snapchat Discover is a Content Experience Unlike Anything Else

Snapchat is expanding into a full-blown entertainment and communication platform; it’s so much more than social media, and it is becoming deeply personal.

Many believe Snapchat’s Discover section of original content and partnerships is essential to their success, and one of those partners, Sweet, is not only successfully capturing the attention of the coveted Millennial audience, but they’re also doing it on Snapchat exclusively.

At #SMWNYC, Ross Clark (VP and GM, Sweet) discussed the importance of creating a two-way dialogue with conversational content, as well as some future trends of Snapchat and creating content that only lasts 24 hours before disappearing forever (or does it?)…

For Ross and his Sweet team, they have a specific vision for the content they produce each day, and the feedback loop never stops. Every day there are new things to learn about their content, the platform, how other Discover partners are producing content, and ultimately what their audience and Snapchat users want to see, read, and interact with the most.

Further analysis and commentary from this #SMWNYC talk

Metrics on Snapchat: Screenshots, Shares, Completion Rates, and Swipe-Ups. @rossdclark #SMWNYC #SMWSnapchat

— SMW New York (@smwnyc) February 28, 2017

Some of the biggest advantages of @Snapchat for @rossdclark of @WeAreSweet are the audience and the ad products #SMWNYC #SMWSnapchat

— SMW New York (@smwnyc) February 28, 2017

Snapchat is a "powerful way for brands to connect with an audience that is often hard to find in other places." @rossdclark #smwsnapchat

— Katrina Doell (@Katrina_Doell) February 28, 2017

Utilize @Snapchat specs down the red carpet for different POV on Discover. – @WeAreSweet #SMWNYC pic.twitter.com/DoYMheOmlh

— Dana Bakich (@dbakich17) February 28, 2017

“@WeAreSweet is very specific and different from what’s happening on Insta Stories, we have our own tech and content" @rossdclark #SMWNYC

— Morgane Tricheux (@MorganeTricheux) February 28, 2017

"Succes of @Snapchat Discover? Combination of product updates and an overall growth of the platform" @rossdclark from @WeAreSweet #SMWNYC

— Morgane Tricheux (@MorganeTricheux) February 28, 2017

.@WeAreSweet sets Snapchat metrics depending on the type of content. Metrics incl. audience, subscriptions, time spent, swipe-ups. #SMWNYC

— SMW New York (@smwnyc) February 28, 2017

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