Dive Brief:

• During a culling of underperforming Discover portal channels last October Snapchat cut its own content channel. According to Digiday, it’s about to create and launch new homegrown channels.
• Insiders report that Snapchat is hiring content talent, and it’s using what it has learned on what works and doesn’t on the Discover portal to influence the new channels.
• According to Snapchat CEO Evan Spiegel the social media app gets 8 billion views per day, a number comparable to Facebook,which is much larger from a user base perspective.

Dive Insight:

Snapchat recently changed its advertising strategy on the portal, taking more control of Discover ad inventory in order to aggregate audiences with targeted advertising by age, gender, location and device type.

Sameer Deen, senior vice president of Univision Digital, told Digiday, “Snapchat is a work in progress. It’s trying a lot of innovative and experimental things. Last year, they dismantled their original programming team, but they’re constantly tweaking and thinking about new things for their audience. Just because they pulled out of content doesn’t mean they won’t be back in it.”