Algorithmic filtering is becoming more and more popular especially after the reports that Facebook makes editorial judgments and decides what to include or exclude from their Trending Topics. Having the chance to control what is being seen by the users the platforms are able to make a bigger revenue by charging the media companies. Snapchat now is planning to use the same algorithm as Facebook, Instagram and Twitter to decide what to display on the app.

According to sources Snapchat is developing an algorithm that will allow it to rank content.

The algorithm will work a lot like it does on Facebook and other networks, making decisions on what it thinks users should or should not see.

Happy social filtration family

Currently Snapchat already has a service that ranks user’s best friends that applies the so called “magical algorithm”. But the new one they have been working on since the beginning of the year is aiming at ranking and filtering the content: 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,” said a top publishing source close to Snapchat.

That comment practically sums up the disadvantages that many media companies see in the introduction of this algorithm and in distributing  their content through platforms such as Facebook, Twitter and so on. All these services use alogorithms that allow them to choose what to show and when to do it. Even if the media company is well- placed for the moment having their articles, videos and photos highlighted, the situation can change anytime.

Expanding the influence

Where video is concerned Snapchat has become one of the most influential platforms with more than 10 billion video views a day. The number explains why publishers are interested in placing their content there, the ones that are already distributing their content using Snapchat admit that their posts can get millions of views in a day. For instance, according to the president of PopSugar Studios David Grant, the audience is growing on average 75 percent a month. Therefore introducing the new algorithm filter can decide the fate of the content and the media company by picking the story that goes viral and the one that disappears.

In this context it is important to mention that Snapchat has a Discover feature that was made specifically for media partners like Buzzfeed, Cosmopolitan, People, MTV and other brands that get to sell ads alongside their content. This feature is already being sorted by Snapchat and represents an even more exclusive club for publishers. It can drive significant amounts of engagement where Snapchat can charge the media companies to be part of the feature. But it is said that Snapchat is picky when it comes to the partners it lets in.

After redesigning in March Snapchat allows the users to open a story and tap the screen to continue viewing all the content without having to exit out and open a new story. Most of publishers trying to get their way into Snapchat are youth-oriented. According to the social media director at Complex, a community of creators and curators armed with the Internet, and committed to surfacing the most relevant conversations, the youth-focused publisher reaches tens of thousands of readers with each piece shared on Snapchat.

What’s the next?

Even though Snapchat declined to comment this story, some changes have been made to the platform. Meanwhile one of the benefits that Snapchat will get from the algorithm is that it would let the company charge the publishers extra to get their “spotlight” and probably create a substantial revenue.

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