By now you are probably aware of Snapchat’s Discover feature, which allows media outlets to publish snackable content on the messaging app. Ever since the launch, Discover is driving huge mobile data consumption and millions of pageviews per day for its publishing partners.

With more than 100 million monthly active users, the app offers a large new audience for publishers and brands. You have to hand it to Snapchat for it’s ability to engage a younger demographic. Users are adopting the new feature as a way to consume short bursts of native video content, in addition to messaging their friends.

Snapchat’s rapid rise in popularity was anecdotal in the past. Now, Discover is another step toward justifying valuations, and has “discovered” a way to monetize advertising.

Do you use Snapchat Discover? What do you think of the new feature?

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