Snapchat is the latest platform to take the social media world by storm. Since its inception in 2011, the platform has grown to over 150 million active users (1). Snapchat’s platform is certainly a unique one, and a huge part of its appeal is both the level of creativity it allows users to express and its “disappearing” content factor. This allows for Snapchat to be a spontaneous content and storytelling haven. The image and video-sharing social media platforms are only growing more and more each day. Snapchat added brand profiles as it looks to expand its business appeal.
What is Snapchat?
The first thing to know about Snapchat is that it’s unlike any other social networking app. Snapchat is a mobile photo-messaging app that allows users to send public or private snaps of images and videos. In this selfie-driven age where preserving every moment has become the norm, Snapchat has strategically found a way to sort of go against the grain.
Snapchat brand profiles
Snapchat has announced a new closed beta test of brand profiles. Which will provide more specific ways for brands to connect with Snapchatters in-app.
As explained by Snapchat:
“Brand Profiles offer a permanent home for brands on Snapchat. Bringing various brand experiences for Snapchatters together into a single home on our service. With 229 million Snapchatters using the app daily. This real estate for our partners is especially important in the world. Where our millennial and Gen Z audiences can be hard to reach and build deep, authentic relationships with on many platforms.”
Brand profiles will enable brands to showcase:
- Branded AR Lenses – Brands will be able to save and showcase any Lenses they’ve created or commissioned on their profile. Helping to maximize the value of their promotional tie-in AR experiences
- Highlights – Highlights will enable brands to showcase collections of their best; public Snaps, Stories, photos, and videos right on their profile. As explained by Snap: “This is the best way for Snapchatters who aren’t familiar with a brand to get to know who they are”
- Story posts – Brands will also be able to showcase their own public Story on their brand profile, giving fans another perspective via the app
- Native Store – And lastly, brand profiles will also include an optional Store experience. Which will enable Snapchatters to browse and purchase items directly within the app
This is a significant addition to Snapchat, which has long promoted itself as the place where friends connect.
These are all significant additions in their own right, and will definitely make Snapchat a more appealing destination for brand building. Snapchat has long withheld in-depth analytics tools and features, but it has been slowly expanding them, with its Creator Profiles, which it launched last year, also getting access to more features.
Brand profiles actually look somewhat similar to Creator Profiles, which are also differentiated from regular user profiles in the app.
In addition to this, by creating a separate category for brand posts, that will open up new opportunities for Snap to expand its capacity for promotions, by enabling.
For example, options to boost specific brand updates, Facebook-style, or to subject brand posts to an alternate distribution feed. That could lead to additional exposure potential though. In Facebook’s case, it’s used to gradually limit brand reach. Brands will be hoping Snap doesn’t go that same path.
Overall, it looks to be an interesting addition to the Snap experience, which will definitely hold appeal for brands looking to connect with younger audiences.
And as a result, more businesses will likely be looking at the app’s way also.