Snapchat Unveils Innovative Sponsored Ads and New Features to Boost User Engagement

A recent update from Snapchat introduces new advertising placements within its app, enhancing user experience through ingenious integration. This initiative sees collaborations with two popular dining chains and an entertainment brand, promising to enrich engagement between businesses and their customers. Users are encouraged to interact with these advertisements directly through replies or calls to action embedded in the messages.

In a blog post, Snapchat elaborated on the upcoming advertisements set to make their debut in the platform. These ads will appear in both the Chats section and on the Snap Map. As part of this launch, users will start seeing sponsored content from Disney, while locations on Snap Map will showcase promotions from established names like McDonald's and Taco Bell.

Businesses will have the opportunity to send full-screen vertical video Snaps to users. Importantly, participation is optional, with users retaining control over whether to view these advertisements. Unopened Snaps will simply disappear after a certain period. Additionally, users can respond to sponsored Snaps through messages or utilize the provided links to explore further.

According to the platform, these sponsored Snaps will be distinctly marked, ensuring they do not blend in with personal conversations and will not trigger push notifications.

Beyond introducing Sponsored Snaps in chats, Snapchat is also set to incorporate ads into the Snap Mapping functionality that permits users to share their locations and discover interesting venues. The Snap Map highlights popular spots, known as Top Picks, and the company reports that this feature can potentially boost visitations by up to 17.6 percent for frequent users of the app.

Additionally, Snapchat has recently made the Footsteps feature available to all users. Originally exclusive to subscribers, this tool enables individuals to record the various locations they have visited and shared snaps from. Beyond tracking new experiences, the feature can also utilize saved Memories to reflect on previous excursions.

Future applications of this feature will continue to utilize location data to monitor users' movements, enhancing the experience further, according to Snapchat.