The Los Angeles Times reported Monday that Venice social networking firm Snapchat has added a new female-driven media brand to its Discover channels.
The brand, known as Sweet, offers videos and content about a variety of topics, including furniture, design and music. The brand appears to cater to a female audience, in line with Snapchat’s majority female user base. Women’s Wear Daily has reported that Sweet was created by the Hearst Corp.
Discover is a multichannel section of Snapchat that allows publishers selected by the company to distribute disappearing videos, pictures and articles once a day.
Snapchat has been adding and dropping media partners within its Discover portal over the past five months.
Snapchat added a Wall Street Journal channel last week and a portal for women’s lifestyle media company Refinery29 last month. The app maker reportedly has plans to add political news content from Vox Media Inc. sometime in the near future.
Snapchat permanently shut down its original content division known as Snap Channel and laid off 15 of the group’s employees last month, the largest layoff in the company’s history. The company also booted Yahoo Inc. and Warner Music Group from Discover, replacing them with BuzzFeed and iHeartRadio in July.
News of more changes to the Discover lineup come as last week the company confirmed that videos within its app are generating six billion views a day, gaining ground on Facebook Inc. and its eight billion daily views. The number of videos viewed within Snapchat have tripled since May, according to the company.
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