Snapchat is developing an algorithm that will act as a gatekeeper between publishers and brands and their audiences, according to sources.
Many publishers and brands are earmarking resources for Snapchat, the platform of the moment for reaching a large, young and active audience. Users currently see all the messages from accounts they follow in chronological order, but with an algorithm, Snapchat would act as curator of content from publishers and, especially, brands, according to sources.
“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.
It’s unclear when it would implement the changes, but publishing sources said Snapchat has been discussing an algorithm that would affect professional accounts since the beginning of the year. Algorithms are typically used by platforms in order to better sort the content flow for users. They’re also typically accompanied by ways for brands (and publishers) to buy more prominent placement.
Complete article: Publishers and brands, get ready for the Snapchat algorithm