Snap, previously known as Snapchat, is being used by 750 million active users worldwide every month. The company claims that 90% of Snapchatters are happy while using the app, and so they are offering new tools for advertisers to be able to reach more of its users.
Snap's New Tools
Although the new tools are mainly for creating a better way for advertisements to be seen on the platform, it's also to the advantage of content creators as they can use the new features to create partnerships and earn as they advertise certain products and services.
One of the mentioned tools is First Story, which will allow advertisers to reserve the first video ad shown between Friend Stories. This provides a potential for advertisements to have a reach of approximately 50 million daily. Warner Brothers and Louis Vuitton are already partners.
Snap also presents Ads in Spotlight. Spotlight has a wider reach since it functions much like TikTok or Facebook Reels, where your posts are not limited to the people on your friends list in the short-form video platform.
More than 350 million Snap users view content from the Spotlight feed every month according to the company's blog post, which means that advertisers can bring their brands to people who want to discover more content on Snap.
Introducing Snap Star Collab Studio as well, content creators can connect with brand advertisers more conveniently for collaborations using the "turn-key end-to-end" service that allows companies to source and partner with Snap Stars.
Through managed service production, experienced teams will assist with creating and executing Stories with the content creators. The tool is supported by four initial partners such as Studio71, Beeline by Brat TV, Influential, and Whalar.
Snap will also offer exclusive content in Snapchat's Stories, Spotlight, and Camera brought by sports partnership. The platform will cover the upcoming Women's World Cup, along with NBCUniversal's coverage of the Paris 2024 Olympic Games.
Given that Snap already has a partnership with WNBA, NBA, and NFL, users can expect content from those too for both Snapchat Stories and Spotlight, as well as other creative tools that can be used by Snapchatters.
Improving My AI
Snap introduced My AI which was initially only available to Premium service users but has since been available to non-paying users as well. The platform will now add sponsored links to responses provided that it is relevant to the inquiry.
This means that advertisers have the potential to be discovered when their offer is the kind of service or product that the Snapchat user needs. Although, they might need to resolve other issues with My AI first before adding another feature.
Snapchatters aren't very happy with the fact that My AI is pinned on top of their chat feed. What's worse is that users don't have the option to remove the chatbot from their feeds, unless of course, they are paying subscribers for the Snapchat+ service. This resulted in a flood of one-star reviews.
