The disappearing messaging app is about to roll out its own original articles and video content.
Initial original content providers for the service reportedly include CNN, Vice and Warner Music and they will be providing Snapchat's 100 million+ mostly teenaged active users with music, videos, photos and news and reviews.
According to re/code, the company has been developing the new feature for over a year and this is its latest attempt to become more than just an instant messaging app and morph into a multimedia social platform.
As social networks are becoming increasingly important as a source of news for many internet users, the idea of delivering bite-sized pieces of curated and targeted content makes very good business sense and will also give brands an excellent platform for marketing their wares with the Millennial generation.
There are some concerns that packing Snapchat full of advertising, and less than personal content may turn many existing users off, but as data from 7Park published in December shows, even "The Snappening" didn't have a negative impact on the app's growth.
In October 2014, 200,000 private photos shared via Snapchat were leaked online, yet despite the overwhelmingly negative publicity, Snapchat actually saw its user numbers rise in the weeks that followed.