Snapchat has introduced new tools and programs aimed at helping brands engage with its audience of over 900 million monthly active users. The "Say it in a Snap" campaign emphasizes the unique, spontaneous nature of Snaps as a communication tool.
Sponsored Snaps and Chat Engagement
The introduction of Sponsored Snaps allows advertisers to connect with users through visual messaging in the Chat Feed. Notable success includes Wendy's achieving nearly 52 million impressions in one day. Key updates include:
- First Snap: A single-day takeover that delivers a Snap in the Chat Feed, leading to a full-screen video and a call-to-action (CTA).
- Web & App Auction Ads: Targeted ads based on goal-based bids for web and app actions like purchases and sign-ups.
- Sponsored Snaps from Creators: Brands can send Sponsored Snaps directly from creators to users.
Promoted Places on Snap Map
With over 400 million monthly users, the Snap Map is a vital discovery tool. The new Promoted Places feature allows brands to integrate their physical locations into the Snap Map experience, making it easier for users to find them.
Music and Sports Initiatives
Snapchat is launching Under the Ghost, a music performance series that connects fans with artists, providing sponsorship opportunities for brands. Additionally, Snapchat is enhancing its sports content through partnerships with the NFL and WNBA, offering official content across Stories and Spotlight.
Snapchat Smart Campaign Solutions
To improve campaign performance, Snapchat is introducing Snapchat Smart Campaign Solutions, which includes:
- Smart Bidding: Automatically adjusts bids to achieve target cost-per-action (CPA).
- Smart Budget: Shifts spending to the best-performing ad sets to maximize outcomes.
These enhancements contributed to a 14% year-over-year growth in direct response business in Q1 2025, marking a significant milestone as it accounted for 75% of total advertising revenue. The platform is seeing increased adoption of tools like CAPI and tCPA, along with a 60% increase in active advertisers, indicating strong momentum for businesses of all sizes.
