“I only promoted it on my personal Twitter account,” Sheffer told me. “I didn’t make it an official thing that it was our account, I just told my followers, ‘Hey guys, I’m going to be doing this thing. Follow if you want to.’”
But soon the audience started growing; today, The Verge’s snaps each get about 10,000 views. The Verge, like many news organizations that are active on Snapchat, still views it as an experiment, trying out new ways to use the format — from covering live events like the NBA All-Star Game or the Oscars to a regular series where Sheffer has Verge staffers explain what’s on their desks.
Snapchat’s popularity is booming. Last year, it said that its users sent more than 700 million snaps daily; the company is reportedly in a new funding round that would value the company at $19 billion.
Snapchat’s potential for news outlets became more clear last month with the launch of Snapchat Discover, which lets a small number of publishers reach new younger audiences with well-produced stories that are made specifically for the platform and utilize slick graphics and video. No one is releasing hard numbers yet, but the buzz is they’re amazing. (“But from speaking to people at several other news organizations, I can tell you secondhand that the numbers, at least for the initial launch period, were enormous. We’re talking millions of views per day, per publisher.”)