Snapchat Evolves Platform and Engages Users with Partner Ads

As digital advertising continues to carve out its place in the streaming world, social platforms are eager to prove their ongoing value to advertisers. One platform juggernaut making moves in this space is Snapchat, which faces unique challenges compared to other social media giants. Unlike Meta, LinkedIn, and X (formerly Twitter), which seamlessly weave ads into their content streams, Snapchat operates primarily as a messaging app. This core feature leaves little room for advertisers, relegating them to the Discover tab—often far removed from the app’s main activity. But that’s starting to change.

Snapchat is expanding its advertising landscape with two new initiatives designed to bring brands closer to users. The first initiative, “Promoted Places,” allows businesses to showcase their locations directly on the Snap Map. This placement integrates branded content with a feature users are already familiar with, making it a natural extension of their experience on the platform.

The second initiative, “Sponsored Snaps,” offers an even more direct route for advertisers. Brands can now send promotional video messages directly to users, placing them alongside their ongoing conversations in the app’s main messaging section. Powered by AI, these messages encourage user interaction, allowing people to respond and learn more about the brand. Like regular Snaps, these ads will disappear after a set time if left unopened, but they open the door for a higher level of engagement. As digital trends increasingly favor advertisers, Snapchat is ensuring it remains a relevant player in this evolving space.