Despite being one of the most recent social networks to become popular, Snapchat is becoming a heavyweight that marketers wouldn’t want to overlook. Last week, Evan Spiegel and his team hinted at the upcoming release of a new advertising product – shoppable ads – allowing users to buy items features in them with just a few taps, without exiting the application.
The first brands to take advantage of shoppable ads are Target and Lancome, the ads for which were featured in Cosmopolitan’s Discover channel. Target’s 10-second ad read “New products every week”. A swipe down redirected viewers to Target’s mobile site where users could shop items on promotion – water bottles or plant stands for example. Lancome’s ad offered a comparable experience that showcased a new lip gloss called Juicy Shaker as its main product.
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Since November, Snapchat has been very active in testing new ways to genenate money from advertising – longer-length video and app-install adverts for example. Shoppable ads – or something like them – was expected at some point, but while Snapchat has not commented on their effectiveness, they will definitely help gauge what kind of promoted content resonates or converts best with users.
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If Snapchat‘s happy with the metrics, expect shoppable ads to stick around, and to be rolled out to more advertisers soon.
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