Why content on Snapchat has become less profitable for some news publishers – Digiday

Last year, after a particularly lucrative three-month period of publishing text-based content on its two Snapchat’s Discover channels, a digital media company was ready to reinvest in the platform and create more channels. Revenue increased by 88% year-over-year during the summer months of 2022 for those two “legacy” channels (channels that were at least four years old) and an exec from the company, who spoke on the condition of anonymity, said that their team was ready to pour more fuel on the fire — until they said Snapchat pivoted away from prioritizing this type of publisher programming. The exec did not say exact revenue figures for the channels’ worth. The situation underscores the ongoing publisher-platform dynamic where platforms rely on publishers to create content, incentivizing them to do so in many cases. Getting used to additional revenue through these partnerships, publishers run the risk of eventually get screwed over by algorithm changes or changing internal prioritizations. Snapchat ultimately denied the digital media company’s request to launch new channels focused on text-based slides due to a shift in prioritizing video programming and, in effect, was no longer accepting pitches for additional Discover channels from publishers. Following this guidance, the team pivoted and
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