Sophie Blake
Snapchat is taking a new step forward in enhancing how businesses connect with its massive user base by introducing two advertising formats: Sponsored Snaps and Promoted Places. These new features are being rolled out in partnership with major brands like Disney, McDonald’s, and Taco Bell. By leveraging two of Snapchat’s most popular platforms, these placements are designed to create more interactive and engaging brand experiences for the app’s community while offering advertisers new ways to reach potential customers.
Sponsored Snaps are a fresh way for businesses to deliver full-screen, vertical video messages directly to Snapchatters. What makes these ads stand out is the opt-in nature of the experience—users choose to open Sponsored Snaps, allowing them to engage on their own terms. These ads appear visually distinct within a user’s inbox and offer several interaction options, including the ability to respond to the advertiser directly or take action through a call-to-action link embedded in the Snap. If users decide not to view the Sponsored Snap, it will simply disappear from their inbox without any push notifications, ensuring a non-intrusive experience.
Promoted Places is another new feature that enhances the way users explore their surroundings. This new ad format marks specific locations on the Snap Map, helping users discover restaurants, shops, and points of interest around them. In collaboration with partners like McDonald’s and Taco Bell, Snapchat is allowing businesses to highlight their locations as “Top Picks” on the map, encouraging users to visit these spots based on community trends and real-time activity.
Research from Snapchat shows that labeling locations as “Top Picks” increases visitation by 17.6% among frequent users, compared to places without annotations. This proves that Promoted Places not only drives awareness but also delivers tangible foot traffic to businesses, making it an invaluable tool for companies looking to increase their local visibility.
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