How 13 Top Brands Are Mastering Snapchat Discover
Snapchat Discover has emerged as a powerful tool for brands to reach and engage young audiences through dynamic, mobile-optimized content. With over 265 million daily active users, the majority of whom are under 30, Snapchat offers unparalleled access to Gen Z and Millennial consumers.
On Discover, brands can tell immersive, interactive stories using the app‘s signature vertical format and creative tools. The platform has evolved from its early days as a hub for magazine-style content to a diverse media destination featuring posts from major companies, influencers, and more.
So how are top brands leveraging Snapchat Discover to capture attention and drive results? Let‘s take a deep dive into 13 noteworthy examples and the strategies you can borrow for your own social media marketing.
Publishers Deliver Snackable Content for Mobile
Many of Snapchat‘s earliest and most active Discover partners are digital media companies that have optimized their content for the app‘s story-driven format. These publishers offer a masterclass in adapting written and video content for mobile consumption.
The Wall Street Journal
The Wall Street Journal maintains a strong editorial voice on Discover, focusing on business and finance stories that align with its brand. WSJ‘s snaps are highly visual, incorporating data visualizations and imagery to bring complex topics to life.
Notably, WSJ frequently takes advantage of Snapchat‘s swipe up feature to provide more in-depth coverage within the app, rather than directing users to its website. According to Snapchat, adding swipe ups can increase engagement by 20-30%.
Cosmopolitan
Cosmopolitan‘s Discover content reflects its signature bold, playful voice. The women‘s magazine seamlessly translates its sex and relationship advice, celebrity gossip, and fashion tips to Snapchat‘s vertical layout.
Cosmo‘s channel is heavy on bright visuals and animation, with a focus on listicles and quizzes that drive interaction. With 71% of U.S. Snapchatters using the app for entertainment, this lighthearted approach is pitch perfect.
ESPN
As the worldwide leader in sports, ESPN fills a unique role on Discover. The media giant provides real-time coverage and commentary around major games and events.
ESPN frequently publishes Live Stories that capture the energy and excitement of gameday, with behind-the-scenes footage and fan reactions. The brand also takes advantage of Snapchat‘s sound-on environment, sprinkling in commentary clips for an extra dose of personality.
Consumer Brands Show Off Their Personalities
In addition to publishers, a growing number of consumer brands are using Discover to showcase their products and connect with customers in authentic ways. The most successful take full advantage of the platform‘s fun, casual vibe and interactive features.
Sour Patch Kids
Candy brand Sour Patch Kids has a devoted Gen Z following, and its Discover presence leans into that youthful energy. The channel‘s recurring "Sour Patch Snaps" feature quirky skits and animations starring the iconic Sour Patch Kids characters.
Sour Patch Kids also makes great use of Snapchat‘s AR capabilities with branded lenses and filters. Considering that 74% of Snapchatters engage with AR content every day, this is a smart way to boost brand recognition and play.
Adidas
Adidas takes a community-focused approach to Snapchat Discover, putting the spotlight on its brand ambassadors and sponsored events. Many Stories revolve around major sporting moments, such as the World Cup or the Boston Marathon, and feature athlete interviews and event recaps.
The activewear giant also uses Discover to hype limited-edition product drops and collaborations. Exclusive offers create a sense of urgency and reward Adidas‘ most engaged fans.
Levi‘s
Rather than pushing product, Levi‘s uses Snapchat Discover primarily for brand storytelling. Many of the denim company‘s Stories spotlight social and environmental initiatives, such as its water conservation efforts or support for the LGBTQ+ community.
This purpose-driven approach resonates with socially conscious young consumers. According to research from Kantar, 68% of Gen Zers expect brands to contribute to society.
How Startups & Challenger Brands Build Buzz
Snapchat Discover has also become a go-to platform for up-and-coming brands looking to establish their voice and grow an audience. These challengers often bring a scrappy, experimental approach that capitalizes on Snapchat‘s informal, ephemeral nature.
MeUndies
Direct-to-consumer underwear brand MeUndies has built a devoted following on social media with its playful voice and inclusive ethos. On Discover, the company showcases its bold prints and comfy styles on diverse body types.
With its sex-positive, body-confident messaging, MeUndies‘ Discover content feels authentic and relatable. The brand has also experimented with gamified Stories and exclusive discounts to reward its Snapchat community.
Glossier
Cult beauty brand Glossier is all about fostering community and conversation, and that extends to its Snapchat presence. The company‘s Discover Stories often feature user-generated content, product tutorials, and behind-the-scenes glimpses.
Glossier also uses Snapchat to announce and build hype for new product launches, playing into the platform‘s sense of exclusivity and driving pre-launch buzz. For its highly anticipated Glossier Play color cosmetics line, the brand released early teasers and a special Discover channel leading up to the drop.
HQ Trivia
At its peak, live mobile game HQ Trivia was attracting over 2 million players per game. The startup used Snapchat Discover to engage its fanbase in between games, posting recaps, player interviews, and teases for upcoming themes.
The HQ Trivia channel exemplified Snapchat‘s potential for appointment viewing and audience participation. While the game itself has since shut down, it offers enduring lessons for driving engagement through scarcity and shared experiences.
Strategies & Takeaways for Marketers
As these brand examples illustrate, Snapchat Discover offers rich opportunities for storytelling, community building, and driving action. Here are some key strategies and best practices to keep in mind as you develop your own approach:
Nail the format. Discover content should be tailored to Snapchat‘s vertical, tap-friendly layout. Break text into short, snappy captions, and lean heavily on full-screen visuals. Storyboard your content with a mobile mindset.
Design for sound on. According to Snapchat, 64% of Snapchat ads are viewed with sound on. Take advantage of this by incorporating music, voiceover, and attention-grabbing audio effects.
Keep it fun & authentic. Snapchat users gravitate to unpolished, lighthearted content that feels native to the platform. Don‘t be afraid to showcase your brand‘s personality and humor.
Make it participatory. From polls and quizzes to AR lenses, Snapchat offers a range of features for two-way engagement. Use these tools to involve your audience in the storytelling process.
Experiment & analyze. Discover provides in-depth metrics on Story views, completion rates, engagement, and more. Use these insights to optimize your content and double down on top performers.
Leverage takeovers & collaborations. Partnering with influencers or other Discover channels can expose your brand to new audiences. Seek out collaborators that share your values and aesthetic.
Think beyond Snapchat. Many of the principles that make for compelling Discover content—digestible narratives, bold visuals, interactivity—can inform your broader social media strategy. Use Snapchat as a creative sandbox for vertical storytelling.
Snapchat Discover has grown into a dynamic ecosystem for brands to reach and engage young audiences on their terms. By studying the strategies of top publishers and innovators, marketers can unlock new creative opportunities and make their mark on this fast-growing platform.
As the digital media landscape continues to shift toward immersive, mobile-first experiences, mastering short-form vertical content will only become more essential. Snapchat Discover offers a glimpse into the future of brand storytelling—one built around authentic voices, two-way conversation, and ephemeral creativity. The brands that embrace this shift will be well positioned to capture the hearts and minds of the next generation.
