Snapchat is in discussions to add a disappearing news service to its existing ephemeral messaging app.
While the instant messaging service is currently used by some 27 million people, it remains a free app download with nothing in the way of monetisation. As such, it hasn’t made its developers and investors any money back whatsoever.
According to The Wall Street Journal, the answer to that problem could be an unusual new news service with accompanying ads.
Apparently, Snapchat has held talks with at least a dozen media companies (including the UK’s own Daily Mail) as well as advertisers over a possible Snapchat Discovery service, which would push media content and adverts to its users. The service could make a showing in November.
In keeping with Snapchat’s ephemeral style, the service would let users read news stories and video clips of TV shows and films by holding their fingers on the screen. Once lifted, these media snippets would disappear just like the app’s messages and photos.
By making deals with content providers in this way, the thinking is that Snapchat would become an appealing proposition to advertisers – especially with the service’s young demographic. More than half of its users are said to be aged 13 to 17.
Of course, whether or not these young users actually want or would use a disappearing news service is another matter entirely. It seems like quite a leap from sending questionable selfies and indulging in private gossip.
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