Temporary Content is King
(for now)

Comedy Central gets it.
So does ESPNAT&TVicePeople and National Geographic.
They're the first to embrace SNAPCHAT's feature "Discover," offering those media partners the opportunity to share video content on the platform.
Of course, SNAPCHAT, and its over 100 million monthly users, get it too. At its heart, the app has always been about storytelling, allowing users to share personally created images and video direct to friends and followers, as well as the general public.
Whether content providers like it or not (and that includes all major media companies), the short attention span is here. And it's disposable.
SNAPCHAT has created a way to push relevant information and entertainment directly to those interested, currently in the form of photos, videos, texts and live chats. If you missed that content during its 24 hour window, it probably will be replaced with the next must-see thing.
This is a media trend that shouldn't surprise anyone. Just turn to this week's prime example - Superbowl Ads. No longer are the ads new to us on game day, having been viewed, reviewed and in some cases rejected, days before their hefty price-tag placement. In this case, the content is already part of the zeitgeist pre-game.
Today, water-cooler topics happen in real-time, something of which SNAPCHAT has had their eye on since launch.
Short term branded content is simply the next big format for storytelling giants. Those stepping up to the podium to embrace it are the pioneers (at least for now).
TODD SOKOLOVE is a pop-culture contributor toFORCES OF GEEKa podcasting pioneer withBEWARE OF THE BABYLON and a spare timephotographer whose work "should be in a gallery," according to his dad.
To follow him on SnapChat. Open your Snapchat App, point the camera at this image below and tap the screen. Thanks.
SNAPCHAT on "Discover"
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!