Snapchat Tests New E-Commerce Feature with Discover Publishers
Snapchat Invites Publishers to Snap Store
According to multiple Discover Publishers, Snapchat is now testing e-commerce options that will allow Discover brands to sell items through the Snap Store. The Snap Store, launched in February, is an in-app purchasing platform that allows users to buy Snapchat licensed merch including stuffed animals, hats, and sweatshirts.
This new feature opens up the in-app marketplace to Discover publishers. A launch date is not set yet and only a handful of publishers have been approached by Snapchat regarding the new feature.
One Discover publishing source offered up this information to Digiday;
- Branded content must live within the Snap Ad unit. These Snap Ads may be thematically and aesthetically aligned to adjacent editorial.
- Snap Ads containing branded content will be labeled as an “Ad” like all other Snap Ads. Additional disclosure may be necessary, please consult your legal counsel.
- Brand integration within editorial content as well as advertiser branding in tiles is still prohibited.
The source, courtesy of Digiday, also said that Snapchat is letting publishers work with marketers to implement “promoted stories,” which run separately from their Discover editions. Snapchat is apparently not taking any revenue from products sold during the test.
Snapchat Gets Serious about Partner Relations
As Facebook struggles to keep favor with advertisers, other platforms have started to ramp up their e-commerce options for publishers. Snapchat, an emerging player in advertising, has taken the offensive by encouraging more publishers to join their platform.
Over the next two weeks, Snap will be hosting publisher summits in New York and Los Angeles to connect with their existing partners, learn from them, and answer their questions. This, combined with the new e-commerce feature, shows that Snapchat is serious about building relationships with publishers.
Over the past month, most of our attention has veered towards Facebook. In the wake of the Cambridge Analytica crisis and Mark Zuckerberg’s congressional testimonies, it’s easy to forget that Snapchat went through its own crisis earlier this year.
After launching a divisive new app redesign, the company’s market cap sunk by 1.3 billion, user traffic decreased, and thousands of users took to social media to vent their frustrations. In an attempt to win back users, Snapchat unveiled a few additional, corrective updates. These updates, which improved upon the app’s organization, managed to get some users, and publishers, back on board.
Since then, Snapchat has seen a significant turnaround. By adding new features that catered to publishers and by highlighting community created content, the company proved that they were willing to grow and adapt in the wake of user concerns.
Are you publishing branded content on Snapchat? Let us know in the comments.