Advertisers now gain access to Sponsored Snaps and Promoted Places on Snapchat, a new advertising platform.
In a bid to fortify its position as a leading social media platform, Snapchat has introduced Sponsored Snaps and Promoted Places, two innovative advertising solutions designed to help businesses engage with their audience in a more interactive and personalized manner.
Sponsored Snaps, visually distinct and delivered without push notifications, offer businesses a unique opportunity to connect with their audience in a creative way. Users must opt-in to open a Sponsored Snap, ensuring that only those who are genuinely interested in the content receive it. This feature promotes personalized interactions and encourages customer responses.
Promoted Places, another new advertising placement by Snapchat, highlights sponsored locations for users to discover nearby businesses or places on the Snap Map. For instance, fast-food giants like McDonald's and Taco Bell can use this feature to drive traffic to their physical locations and measure the impact on customer visits.
Snap Map, a feature used for exploration, checking local activities, and finding 'Top Picks' based on community trends, plays a significant role in these new advertising solutions. Marking places as 'Top Picks' on the Snap Map can drive a 17.6% increase in visitation among frequent users.
To cultivate customer loyalty and optimize social media marketing, Snapchat also plans to implement AI chatbot support and CRM integrations. These features are aimed at businesses and brands seeking to build long-term relationships with their communities. The AI chatbot support will provide seamless AI features, including advanced social media management tools integrated with CRM systems, helping link user engagement to customer profiles and improving marketing performance and community management strategies.
As part of its commitment to continuous improvement, Snapchat is seeking feedback from the community to refine Sponsored Snaps and Promoted Places as they roll out. Unviewed Sponsored Snaps will be removed from the user's inbox to maintain a clean and uncluttered user experience.
Joining the ranks of Disney, McDonald's, and Taco Bell, many other businesses are expected to benefit from these new advertising features, marking a significant step forward in Snapchat's efforts to cater to the needs of the business community. With over 60% of social media management tools expected to have AI capabilities by 2026, Snapchat's move reflects a broader trend towards leveraging AI to build long-term relationships with communities.
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