Fast Company's P. Claire Dodson explains the appeal of Snapchat's Live Stories, curated snaps centered around themes which offer slice-of-life views of everything from concerts to random happenings, and which garner astronomically high impressions.
She writes, "[Live Stories are] arguably Snapchat’s new most important product. Live Stories draw 10 million to 20 million pairs of Millennial eyeballs every day. Whereas Snapchat Discover is still figuring out who it is and which content works best, live stories are intuitive. After all, individuals were already (and still are) making them. The platform is compelling precisely because it’s interactive, it’s temporary, and it’s a glimpse into another life—just like television was for previous generations."