Snap makes it easier for advertisers to work with creators; introduces new offerings

To make it easier for advertisers to get in front of Snapchat audience and work with creators, Snap has introduced three new features for brands- FirstStory, Ads in Spotlight and Snap Star Collab Studio.

As per Snap, “First Story is the latest offering in our takeover line-up, following First Commercial and First Lens. First Story enables advertisers to reserve the first video ad between Friend Stories that a Snapchatter sees, and in the US, it offers a potential daily reach of nearly 50M.”

The platform also revealed that the early partners which are currently running First Story ads include Louis Vuitton, Warner Brothers, and more.

With this, the platform also announced the launch of Ads in Spotlight for all advertisers globally. In a blogpost, Snap said, “With over 350 million Snapchatters consuming Spotlight content every month, we’re excited to bring brands closer to the Snapchat audience on this new surface.”

To make it easier for brands and creators to work together, the social media platform also launched Snap Star Collab Studio in the US, a turn-key end-to-end service for brands to source, partner, and drive results with Snap Stars.

“The Collab Studio will accelerate partnerships between brands and Snap Stars through managed service production — supported by four initial partners: Studio71, Beeline by Brat TV, Influential and Whalar — where experienced teams will help brands create and execute sponsored Stories and bespoke ad creative with Snap Stars,” the blogpost read.

Snap also announced that it will also bring exclusive content for its users across Snapchat’s Stories, Spotlight, and Camera. This will include major sports sponsorship packages.

“Our long-standing partnerships with the WNBA, NBA, and NFL will also continue to provide content across Stories and Spotlight and more creative tools for our community,” the blogpost stated.

Additionally, the platform also emphasised that it is experimenting with new ways that ‘My AI’ can surface useful information at the right moment during conversations- including early testing of sponsored links to connect the community with partners relevant to the conversation in the moment, while helping partners reach Snapchatters who have indicated potential interest in their offerings. 

“Messaging is at the heart of Snapchat, and conversational AI fits seamlessly into this core product value. Last month, we announced the rollout of our AI-powered chatbot, My AI, to our global community. At our NewFronts presentation, we shared an early look at how we're exploring even more ways My AI can improve our community’s experience across our service,” Snap mentioned in its blogpost.