Snapchat CEO Evan Spiegel recently announced that the platform will be introducing “Sponsored Snaps,” which will allow brands to place sponsored messages next to chat threads from friends. This move represents a significant shift for Snapchat, as it will be the first time that ads will be displayed in the main Chat tab of the app.
The Sponsored Snaps will appear as unread messages in the Chat tab, suggesting that they will take precedence over messages from a user’s contacts until they are interacted with. This raises questions about how easy it will be to dismiss these sponsored messages without opening them, as the details provided by Snap are vague on this point.
Spiegel claims that Sponsored Snaps will enable advertisers to visually engage with the Snapchat community, leveraging the core functionality of the platform for marketing purposes. However, he reassures users that their private conversations with friends will not be used for advertising purposes. This distinction between private messages and sponsored content is crucial for maintaining user trust.
The introduction of Sponsored Snaps can be viewed as a response to Snap’s stagnant stock price and its relatively small share of the digital advertising market compared to competitors like Meta. Spiegel acknowledges the pressure from investors to accelerate the growth of the company’s ad revenue, signaling a strategic move to boost profitability.
In addition to Sponsored Snaps, Snap plans to allow advertisers to pay for promotions in the Map tab, where users can view the locations of their friends. This expansion of monetization opportunities indicates a broader effort to leverage Snapchat’s features for advertising purposes and diversify the sources of revenue.
Snapchat’s decision to introduce Sponsored Snaps reflects the platform’s evolving approach to monetization and advertising. While this move presents new opportunities for brands to engage with users, the impact on user experience and privacy remains a key consideration. As Snapchat continues to navigate the competitive landscape of digital advertising, the success of Sponsored Snaps will depend on striking a balance between commercial interests and user satisfaction.