Do you use Snapchat? If not, chances are you’ve heard of it though right? Well last weekend saw the ephemeral messaging application’s first paid advertising roll out. An event that left many of its users slightly freaked out.
On its blog last week, Snapchat announced that over this past weekend some of its US-based users would see an advertisement. However, the company were keen to stress that adverts would not detract from the overall user experience and that they would only appear in a user’s Recent Updates section from time-to-time but never in personal communications.
Furthermore, Snapchat emphasised that the ads on their platform would be different: “We want to see if we can deliver an experience that’s fun and informative, the way ads used to be, before they got creepy and targeted”.
Paid advertising on Snapchat was always going to be inevitable and it was just a matter of time before brands got the chance to leverage this unique platform. After all, Snapchat had to do something to justify its enormous $10 billion price tag and advertising was the obvious solution.
In fact, in the company’s blog post they cited that the reason for the introduction of ads was simple: they need to make money. They were, however, quick to add that the money made would be used to “surprise” the Snapchat community with “more terrific products”.
So what do Snapchat ads look like? Here’s one that was displayed promoting the new movie Ouija by Universal Pictures:
As you can see, the post is clearly labelled as ‘sponsored’ and appears rather naturally in the list. The subject matter of the movie, however, is ironic in that you couldn’t get much creepier.
With the addition of paid advertising, Snapchat presents a rather attractive proposition for brands who want to reach younger audiences. With over 100 million active monthly users, 71% of who are under 25-years-old, Snapchat could be the advertising platform you’ve been waiting for.