[wpvideo ND4rPVbQ]           

    Snapchat, once a whimsical photo-sharing app, appears to be transitioning into a go-to destination for news and entertainment. Last weeks introduction of Discover has signified that companies are targeting the social media niche, exposing its users to highlighted news stories day-to-day.

In true Snapchat fashion, these stories are viewable as many times as the user wishes for 24 hours. The 11 lucky companies to be chosen for this new feature are CNN, Comedy Central, Cosmopolitan, Daily Mail, ESPN, Food Network, National Geographic, People, Vice, Yahoo News and Warner Music Group. Every day these companies select highlights to show to Snapchat users. After 24 hours their videos expire, prompting them to consistently provide their audience with up-to-date news and entertainment.

This advance is breaking into a previously somewhat untapped market for these companies. The Snapchat user wants quick, current and entertaining stories. Discover reaches an audience who may not keep up with their other news outlets, and does so in a fun and quirky way.