Snapchat is hitting back with the launch of its Sponsored Snap, a new new Snapchat ad format which promises to transform the experience of both users and brands.
With a growing audience and bold innovations, the platform is positioning itself as an essential tool for advertisers looking for efficiency and creativity. This new advertising tool, introduced for testing in November 2024, offers an immersive and engaging approach, responding to a strong trend: direct messaging as a key channel for connecting brands with their audiences.
Snapchat's Strategic Role in the Advertising Landscape
A captivating and diverse audience
Snapchat claims expanding global community, with 850 million users (+9 % compared to 2023), of which 75 % are between 13 and 35 years old. In France, the platform is the third largest market in the world with 21 million daily active users and 27.8 million monthly active users. Contrary to popular belief, Snapchat attracts a varied audience, with an average age of 35 and a strong presence of Millennials (25-40 years old) at 64 % and Gen Z (15-24 years old) at 91 %.
An ethical and authentic platform
Snapchat stands out for its unique philosophy, avoiding the pitfalls of traditional social networks. “Snap is the most ethical platform on the market,” says Gregory Gazagne, CEO of Snapchat France. Ephemeral messages, the absence of public comments and the opening on a camera rather than a feed are all elements that reinforce authenticity and friendliness of the application.
“Sponsored Snap”: an immersive and engaging advertising format
A response to an unmet need
Until now, Snapchat's Chat tab — used by 90,000 users — was ad-free. With the new Snapchat ad format, brands can now reach their audiences directly through this space, offering an immersive and natural experience. Sponsored Snap allows users to discover brands and products based on their interests.
The benefits of Sponsored Snap
This format is characterized by full-screen vertical videos, perfectly integrated into theuser experience. Here are its main advantages:
- Extended Reach: Increases brand awareness.
- Engaging content : Strengthens consideration and stimulates interactions.
- Optimized conversions: Encourages clicks and actions.
Already impressive performance
Already tested in November, the Sponsored Snap shows promising results:
- Doubled view rate compared to traditional advertising.
- 24 % increase in click-through rates, according to Gregory Gazagne.
The official marketing of this format is planned for the beginning of 2025, a strategic period for brands, particularly with the holidays and the shopping season.
Testing new advertising placements: Sponsored Snaps and Promoted Places
Snapchat has announced that it is testing two new ad formats in collaboration with partners such as Disney, McDonald's and Taco Bell. These innovations aim to maximize user engagement in the most active areas of the app:
- Sponsored Snaps: These full-screen vertical videos appear directly in the Chat inbox. Users can choose to open the Snap and engage with the advertiser through messages or specific actions like visiting a link. This format visually stands out in the inbox without intrusive notifications and is automatically deleted if left unread.
- Promoted Places : This format highlights sponsored locations on the Snap Map, allowing users to discover popular places. “Top Picks” annotations typically increase visits by 17.6%. This format offers brands an opportunity to measure and increase footfall at their locations.
These new features are designed to meet the needs of brands by offering a visibility increased and direct interactions with the Snapchat community.
Snapchat: A Place of Choice for Creators and Brands
The expanding creator ecosystem
Snapchat has become a privileged place of influence for content creators. In 2024:
- 15 billion daily interactions between creators and fans.
- Tripled the number of creators publishing public content.
- More 500 million people watch Spotlight videos.
Collaborations with star designers
Influential figures like EnjoyPhoenix, Lena Situations and Nico Capone use Snapchat to share authentic moments and strengthen their proximity with their audiences. This strategy boosts engagement while offering brands opportunities for strategic collaborations.
The Future of Snapchat: Innovations and Augmented Reality
New AR Glasses: Spectacles 5th Generation
Snapchat is also banking on augmented reality with its 5th Generation Shows, transparent and autonomous glasses that integrate interactive Lenses. These glasses, available to developers through a specific program, promise new immersive experiences while remaining connected to the real world.
An ambition for 2025
Gregory Gazagne confirmed that Snapchat will continue to innovate to make AR experiences even smarter and more creative. The goal? To establish an ecosystem where brands and users can interact in a fluid and authentic way.
Snapchat, an essential partner for brands
With the launch of new Snapchat ad format, brands have a powerful tool to connect with an engaged and diverse audience. Between Sponsored Snap and advances in augmented reality, Snapchat confirms its place of choice in the digital landscape.
Need support?
To take full advantage of these opportunities and develop your Snapchat advertising strategy, contact our team of experts at ValueYourNetwork. Together, we will build a campaign tailored to your goals.
E-mail : contact@valueyournetwork.com