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 audience and bold innovations, the platform is positioned as an essential tool for advertisers in search of efficiency and creativity. This new advertising tool, introduced on a trial basis in November 2024, offers an immersive and engaging approach, responding to a strong trend: direct messaging as a key channel for connecting brands and their audiences.
Snapchat's strategic role in the advertising landscape
A captivating and diverse audience
Snapchat claims a growing global communitywith 850 million users (+9 % vs. 2023), 75 % of whom are aged between 13 and 35. In France, the platform is the world's third-largest market, with 21 million daily active users and 27.8 million monthly active users. Contrary to popular belief, Snapchat attracts a diverse audience, with an average age of 35 and a strong presence of Millennials (25-40 years) to 64 % and Gen Z (15-24 years) 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 Grégory Gazagne, Snapchat's CEO for France. Ephemeral messages, the absence of public comments and the fact that Snapchat opens up to a camera rather than a feed are all elements that reinforce Snapchat's ethical approach. authenticity and conviviality application.
"Sponsored Snap: an immersive and engaging advertising format
A response to an unmet need
Until now, Snapchat's Chat tab - used by 90 % of users - was ad-free. With the new Snapchat ad formatWith Sponsored Snap, brands can now reach their audiences directly via 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 the user experience. Here are its main advantages:
- Reach extended : Increases brand awareness.
- Engaging content : Reinforces consideration and stimulates interaction.
- Optimized conversions : Encourages clicks and actions.
Already impressive performance
Already tested in November, Sponsored Snap is showing promising results:
- Doubled view rate compared to traditional advertising.
- 24 % increase in click-through ratesaccording to Grégory Gazagne.
The official launch of this format is scheduled for early 2025, a strategic period for brands, especially with the holidays and the shopping season.
Testing new advertising placements: Sponsored Snaps and Promoted Places
Snapchat has announced the testing of two new advertising formats in collaboration with partners such as Disney, McDonald's and Taco Bell. These innovations aim to maximize user engagement in the app's most active spaces:
- Sponsored Snaps: These full-screen vertical videos appear directly in the Chat inbox. Users can choose to open the Snap and interact with the advertiser via messages or specific actions such as visiting a link. This format stands out visually in the inbox without intrusive notification 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 visits to their establishments.
These new features are designed to meet the needs of brands by offering increased visibility and direct interaction with the Snapchat community.
Snapchat: a place of choice for designers and brands
A booming designer ecosystem
Snapchat has become a privileged place of influence for content creators. In 2024 :
- 15 billion daily interactions between creators and fans.
- The number of creators publishing public content has tripled.
- More 500 million people watch Spotlight videos.
Collaborations with star designers
Influential figures such as EnjoyPhoenix, Lena Situations and Nico Capone use Snapchat to share authentic moments and reinforce their closeness to their audiences. This strategy boosts engagement while offering brands opportunities for strategic collaborations.
Snapchat's future: innovation and augmented reality
New AR glasses: Spectacles 5th generation
Snapchat is also banking on augmented reality with its 5th generation showstransparent, self-contained eyewear incorporating interactive Lenses. These glasses, available to developers via a special program, promise new immersive experiences while remaining connected to the real world.
An ambition for 2025
Grégory Gazagne has 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 fluidly and authentically.
Snapchat, an essential partner for brands
With the launch of new Snapchat ad formatSnapchat is a powerful tool for brands 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'll build a campaign tailored to your objectives.
E-mail : contact@valueyournetwork.com