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Brief Published: 28 Jan 2015

Snapchat & Tumblr Open Up To Brands

Ephemeral messaging app Snapchat has launched a new content area called Discover, which makes content from major established media partners including National Geographic, Cosmopolitan, Comedy Central, and Vice available to Snapchat users.

Snapchat has also placed its own content channel at the centre of the new menu. US digital media company Digiday reports that this is the point at which Snapchat seeks to become a publisher in its own right, as well as a platform.

As an example of this shift, US tech news site Re/Code reveals that US telecoms firm AT&T has teamed up with a host of social media stars to launch SnapperHero. ¬The series of two-minute Snapchat "mini-movies" was developed with the help of US online show Astronauts Wanted (see New Stars of Social Media for more).

Meanwhile, Tumblr affirmed its position as shepherd of community creativity with the announcement of its Creatr Network. The internal creative agency aims to connect Tumblr's own community creators and bloggers with brands seeking to use their content in marketing and advertising campaigns.

In exchange for talent, Tumblr promises its chosen creators appropriate remuneration and legal advice in negotiating deals with brand partners. For brands, access to the pool is tied to purchasing advertising space on Tumblr, but the resulting content can be used across further desired outlets, both online and off.

Similarly, US magazine publisher Conde Nast has launched 23 Stories, an in-house studio for native ads that will tap the talents of the media group's editorial staff, rather than those of a separate branded content unit.

For more on how to engage with and through creative online communities, read our new Industry Trend, Born on the Web.