This weekend social media platform, Snapchat, released their first ad in the States. The ad was for Ouija, a new horror film set to release at the end of this month. There has been plenty of speculation about this new Snapchat feature during the last few months surrounding the possibilities that this new channel could provide for marketers - now we are finally seeing it in action.
There has been a lot of feedback from users about Snapchat’s release; some were intrigued and delighted, while others were frustrated. In their most recent blog post, Snapchat mentioned that they would only be releasing ads that promise to be engaging for its users. It will be interesting to see if that promise will ring true with future Snapchat ads.
Snapchat has done an admirable job at being transparent through this innovation in an effort to to avoid taking heat from their users, something we saw both Facebook and Twitter go through in the past with similar integrations. Their blog post talks openly about the company's need to implement this change in order to “make money”. In this post Snapchat also highlights the fact that users are not forced to watch these ads - they have the option to watch them - and similar to Snapchat stories the ads are only posted for 24 hours.
A lot of things are still left up in the air at this point,
- Like how much a Snapchat campaign will cost
- What kind of reporting and analytics will be possible?
- And of course, the age old questions - Will it even work and what’s the ROI?
We'll be keeping our finger on the pulse with a particular interest in learning what features come next and how it might be released to the masses!