Snapchat Explores Ad Message “Sponsored Snap” System

Snapchat is making a bold move to bolster its monetization model with “Sponsored Snaps,” a new ad format that leverages the platform’s popular chat feature. Traditionally, Snapchat’s chat inbox has been ad-free, but with this latest move, Snap is opening up new avenues for brands to engage directly with users through the platform’s message system.

Sponsored Snaps appear directly in the user’s chat inbox, resembling a new Snap from a friend. However, unlike traditional ads, these sponsored messages do not trigger a push notification, making their opening optional for the user. This subtle integration allows users the choice to engage with these messages but also ensures that they’re highly visible, giving advertisers a unique opportunity to connect with potential customers in a non-intrusive manner.

To ensure that this release goes smoothly, Snapchat is set to enhance these Sponsored Snaps with generative AI-powered messaging features, integrated into advertiser CRMs. Importantly, Spiegel reassured users that private conversations with friends remain untouched and won’t be used for advertising purposes, ensuring a balance between monetization and user privacy.

In addition to Sponsored Snaps, Snapchat is also launching “Promoted Places,” a feature that enables businesses to promote their physical locations on the Snap Map. This tool is designed to attract nearby customers by featuring businesses on the map, encouraging in-person visits on an app that’s already frequently used to communicate meetups or nights out with friends.

These additions come very soon after other major changes and improvements to Snapchat’s platform, including overhauled ad tools and the return of some classic features. Snapchat is most likely pushing to expand what its platform can do, both for users and advertisers, to reach younger tech-savvy audiences.