Snapchat is expanding its advertising offerings with the
introduction of new ad placement options, as the platform aims to capitalize on
its recent ad business growth. The company is also set to provide more insights
into app usage, enabling marketers to better understand how users engage with
different aspects of the app.
The main highlight of Snapchat's latest announcement is the
upcoming launch of "Sponsored Snaps." Similar to LinkedIn's sponsored
InMails, Sponsored Snaps will appear in users' chat inboxes as a new Snap
without a push notification, giving users the option to open the message. This
ad unit allows advertisers to engage prospective customers throughout the
funnel, from raising awareness to driving conversions.
Snapchat CEO Evan Spiegel emphasized the potential of
Sponsored Snaps, stating that they enable advertisers to communicate with their
customers at scale. As the feature evolves, Snapchat plans to incorporate
generative AI and integrate with advertiser CRMs to enhance the messaging
capabilities of Sponsored Snaps.
Despite the potential benefits for advertisers, it remains
to be seen how Snapchat users will respond to this new form of advertising in
their private messaging space. While sponsored posts are common on other social
media platforms, advertising in private DMs has often been met with resistance,
as evidenced by the mixed reception of LinkedIn's Sponsored InMail.
In addition to Sponsored Snaps, Snapchat is introducing
"Promoted Places," which will allow businesses to highlight their
stores on the Snap Map. This feature aims to help businesses reach customers
who are exploring nearby places and measure the visitation lift through
privacy-safe measurement.
Moreover, Snapchat is rolling out more analytics to provide
advertisers with unique and actionable insights based on the diverse engagement
within the app. These privacy-safe insights will cover store visitation powered
by the Snap Map, interactions with Lenses through the camera, and public
content posts in Stories and Spotlight. Snapchat plans to consolidate these
insights into a single, user-friendly platform to facilitate data-driven
campaign optimizations.
Snapchat's recent updates are part of its broader strategy
to focus on small and medium-sized businesses (SMBs) rather than solely
targeting larger, high-spending brands. CEO Evan Spiegel noted that lower
funnel revenue generated by SMBs is more predictable and stable than upper
funnel revenue, representing a significant long-term growth opportunity.
This shift in focus has already yielded positive results for
Snapchat, with the number of SMB advertisers on the platform increasing by 85%
year-over-year in Q1. As Snapchat continues to prioritize SMBs, it aims to
drive ongoing success for its ad business.
As Snapchat expands its advertising offerings, businesses
can further enhance their presence on the platform by utilizing SMM panel
services. TopTierSMM, a leading SMM panel provider, offers a range of services,
including likes, followers, and comments, to help businesses maximize their
reach and engagement on Snapchat.
By combining Snapchat's new ad placement options with the
support of an SMM panel like TopTierSMM, businesses can effectively navigate
the evolving advertising landscape and achieve their marketing goals on the
platform.