Starting off as an app based for sharing images and daily updates among friends, Snapchat had cultivated a strong user base, mostly including millennials. Snapchat has slowly moved into the ad space for the marketers and has stepped up its game with the new update that was rolled out earlier this week for the US. This new update aims at making the ad experience easy-to-use and friendly for its users.
It has launched a new ad tool under the name, ‘self-serve’ ad tool. This tool allows the users in the US to handle ads for their own brands with the payment being done only via credit cards. The prices of these ad spaces are to be set through auctions and will allow the small business to actively participate in the ads experience on Snapchat. The company is also going to test the ads for quality before they are posted.
Along with the launch ad tools, Snapchat is also collaborating with brands through its ‘Snapchat Certified Partners’ program. This is a move to effectively connect marketers with the third-party providers of ad tech tools. The program is set to help about 25 agencies and vendors understand the platform and how the design of the ad tools would work. Some of them include, Omnicom’s Resolution Media, OrionCKB, SocialCode, Unified, Hyfn and Adaptl. According to Adweek, the participants of this program will receive a digital badge, reviews and additional training for being a part of this program.
In the coming month, the company is also set to provide the advertisers with a Snap Publishers tool to create campaigns that would appear in the vertical video format on the app. The tool is video based, it imports all the brand-related images, trims the horizontal videos into vertical ones and also offers different templates for the campaigns. The app is also accepting smaller amounts from small businesses in terms of ad spends, this is a move to expand to the clientele among the businesses that depend on foot traffic, like restaurants and retailers. Other social media companies accepting credit cards for the payments of the ad spend include Facebook, Twitter and Pinterest.
With Facebook and Instagram having already introduced stories to their platform and the rapid growth of the Instagram stories, Snap is doing everything in their reach to increase their sales. Snapchat downloads dropped 22% in April and May this year compared to the same period in 2016, according to data compiled by app analytics firm Sensor Tower, soon after Facebook rolled out its Instagram Stories feature.
Snap has also disappointed some of its investors by missing estimates of the revenue to be made in the Q1 of the FY 17-18. Snap was off from its estimated revenue by about $ 8.6 million. This was in the period after its IPO (initial public offering) of $ 3 billion in March, according to Forbes magazine.
After this dismal performance, Snapchat’s latest move to prove its mettle and more importantly, boost its revenue, as it rivals Facebook, is to add an affordable advertising platform for businesses of all sizes.