Snapchat is testing an option that would allow users to share its premium content offerings, including original shows and content from Discover partners outside the app, potentially bringing exposure and reach to much broader audiences.

Adding such a feature to the messaging app would allow users to share specific types of stories outside of the app by using embeds or sharing links. When Snapchat debuted the feature in 2018, it was strictly limited to Official Stories — stories created by celebrities and influencers — and Our Stories — curated by Snapchat's editorial team.

But now Snapchat's also eyeing an extension of the same functionality for its premium Discover content, Axios reports.

"The update will enable Snap users to share "Snap Originals", "Shows" and "Publisher Stories" with friends off of the platform, using easily sharable links."

Unlike most other forms of embed, these links, if shared via other social media platforms, or via messaging, would take people back into the Snapchat app "or to a web or mobile web-viewing experience".

Here's what current Snap video links appear on desktop.
The format isn't ideal for a desktop view, but it will expand sharing options for content on Snap, noted, which will open avenues for content exposure that will bring more users to the app.

At the latest report, Snapchat is currently serving 238 million daily active users and has steadily increased its usage over the past year. As part of its more recent focus, Snapchat has also made its platform more accessible through simplified UI updates and more intuitive search options. This is a significant departure from the app's previous approach, which included making the app somewhat difficult to use by design, in order to maintain a level of exclusivity.

But as the platform has become more business-focused, it's realized the need to make its app more welcoming, and the expansion of that ethos to its premium content could have big implications, given the popularity of its premium Discover content.

In October last year, Snapchat reported that total daily time spent watching its Discover content had increased 40% YoY, while more than 100 of its Discover channels were reaching, on average, audiences "in the double-digit millions per month".with Snap's short, vertically-aligned presentation style aligning with younger audiences in particular.
Thus, by sharing the same with others through other means can contribute a lot to Snapchat making the most of its viewers as the viewers will then result in being habitual users. As such, the above change makes perfect sense for being logical, but attention must be given to expansion with Snapchat's approach towards it and considering what such things mean to the future development of the platform.

In addition to this, Axios also reports that Snapchat is looking to refine its ‘For You’ recommended content feed to also showcase more content from across the app.