Remember Snapchat, which had its golden days here in Brazil and then fell into obscurity? Well, last week the platform opened up the beta version of profile sections for brands, a feature long requested by companies wanting to sell their products and services on the app. Initially, only 30 companies took part in the test, including Ben & Jerry’s, Gucci, and Target. Snapchat plans to roll out this option to all users by the end of this year.
This new tool works like a typical profile on the network, and brands can keep content in static or disappearing videos, plus a shopping area within the app and the ability to create special augmented reality lenses for companies. Snap Inc. has committed to providing web tools so that the teams behind the brands can run the business however they see fit.
Global marketing product manager Carolina Arguelles, in an interview with Adweek, wrote that, with this move, the company is “building toward a future where the Snapchat community can engage with businesses of all sizes across a variety of products” on the app. Searches can be done through the search bar, QR codes, and ads run by the brands themselves.
Snapchat's entry into business profiles wraps up a long process by the social network toward a greater variety of revenue sources within the platform.
Do you think ads on Snapchat are worthwhile? What did you think of this news?
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