Snapchat has launched a new phase of ad innovation with the introduction of Sponsored Snaps and Promoted Places, offering brands fresh ways to engage with users. This rollout, part of Snap’s ongoing ad feature updates, aims to boost the platform’s advertising potential and user engagement through more targeted marketing approaches.
The new Sponsored Snaps will allow advertisers to send full-screen vertical video ads directly to users’ chat inboxes. Users can choose to open these Snaps and interact with the content by sending a direct message to the brand or clicking on a call-to-action to access a designated link. While Sponsored Snaps will include a “Sponsored” tag to differentiate them from regular messages, they will not trigger push notifications, maintaining some user privacy.
Snapchat’s decision to introduce these ad features follows a trend of platforms blending organic and sponsored content within direct messaging environments. Previously, the app’s inbox was free from commercial content, with the “My AI” addition hinting at a shift towards monetization in direct user interactions. According to industry experts, this move could potentially increase ad visibility, as users are more likely to engage with content delivered in personal chat spaces.
Promoted Places aims to connect users with local businesses by highlighting sponsored locations on Snap Map. This ad format allows advertisers to target Snapchatters based on their geographical location, offering deals, special events, or promotions at nearby businesses. Promoted Places Snap ads are expected to draw more foot traffic to brick-and-mortar locations by making it easier for users to discover services in their vicinity.
These updates signify Snap’s efforts to expand its advertising toolkit and keep up with competitors like Meta and TikTok, which have long explored sponsored content within direct messaging features. The combination of Sponsored Snaps and Promoted Places Snap ads could provide brands with a more immersive and location-specific approach to reaching potential customers.
Marketers looking to capitalize on these new ad formats should focus on creating engaging, interactive content that encourages user participation. For Promoted Places, businesses can offer exclusive deals or incentives to attract local traffic.