Snapchat algorithm could affect fashion brands

Snapchat has a new algorithm in the works, one that could act as a gatekeeper between publishers and brands.

Currently, the way Snapchat is set up allows users to see all messages from accounts they follow in chronological order, but a new algorithm would allow Snapchat to act as a curator of content from publishers, especially brands, including fashion brands.

“It’s going to be the same model Facebook has: It’s free for everybody to share content, but an algorithm will penalize some people and boost others. That’s why you don’t want to be beholden to any one of these platforms or you’re suddenly stuck when the game changes,” a publishing source close to Snapchat was quoted saying in Digiday.

Snapchat has yet to set a timeline for this algorithm to take place, but talks around this have been happening since the beginning of the year. Algorithms are usually used by social media platforms to better sort content for users. Instagram recently changed their algorithm to better sort content for users, so, it's not like Snapchat is doing anything out of the ordinary. Algorithms also come with monetary benefits for the platforms, because brands will pay for better placement.

Brands and publishers have long wanted ways to better tap Snapchat's users, who regularly total 100 million per day. Brands have been trying to grow their presence so each snap they post gets sent to each follower.

For example, PopSugar Snapchat messages average about one million viewers per day. According to PopSugar Studio's president David Grant, their audience is growing 75 percent per month.

Snapchat also has a Discover section for their top publishing partners like Buzzfeed and Cosmopolitan, who also sells ads alongside their content.

Snapchat has declined to comment on their new algorithm. In March, they recently changed their platform so users can tap the screen to continue viewing all content in their stories section. This has helped brands see a 40 percent increase in views, but they have also seen a 20 percent decrease in completion rates.

While this algorithm could help brands reach a bigger, millennial audience, Snapchat has long had a very tense relationship with brands stating that their users aren't in the mood to be friends. To monetize on brands, they have told them that they could pay for a presence on the app with promoted account ads.

photo:snapchat.com