Interviews, insight & analysis on digital media & marketing

Snapchat announces new Dynamic Stories format for publishers and content creators

Snap, creators of the world’s leading Augmented Reality platform Snapchat, has unveiled a new Discover Feed format, known as ‘Dynamic Stories’. 

Dynamic Stories will be the fastest way to publish premium content for the Snapchat community. The new format uses a partner’s RSS Feed to automatically create Stories from the content a Publisher is releasing on the web. Dynamic Stories update in real-time, allowing Snapchatters to keep up with the latest news as it breaks. 

By tying publishing on Snapchat into publishing partners’ existing workflow, Snap aims to provide an easy way to create daily content at significantly lower costs. This new format can also play a significant role in supporting Snapchat’s continued effort to bring local content to its community across the globe: testing has begun in the US, UK, France and India, and publishers are already recording strong results.

In the first week of the tragic war in Ukraine, The Washington Post reached over 1.1M Snapchatters with its credible, timely coverage of the conflict. Foot Mercato has seen exciting early results in France, quickly growing to 100K+ unique monthly viewers and approaching 10K subscribers. Meanwhile, in India, MissMalini saw more than 200k unique viewers on their content in the first 30 days of launch. In the UK, The Mirror has built up an impressive loyal audience of more than 25K subscribers in the first 3 months since launching with Dynamic Stories.  

Other early partners in the UK include British Vogue, GQ UK, PinkNews and The Independent.

Snapchat’s content platform, Discover, only features content from verified media publishers and content creators. The platform’s Community Guidelines, which apply equally to all Snapchatters, and our content guidelines, which apply to our Discover partners, prohibit the spread of misinformation that can cause harm, including conspiracy theories, denying the existence of tragic events, unsubstantiated medical claims, or undermining the integrity of civic processes. 


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