There seems to be no hiatus for the next generation image and video messaging application Snapchat that’s truly going from strength to strength in its efforts to expand the platform capabilities and go far beyond just snaps and videos between friends. Snapchat has been engaged in testing various interactive ads for a while now and, lo and behold, it’s now open for ecommerce as well. As AdWeek reports, just a couple of days ago, one of the largest discount retailers, Target and the French cosmetics brand Lancome embarked on putting to the test new Snapchat shoppable ads on the app’s Cosmopolitan Discovery channel for the first time ever. Staying true to its format, each ad lasts 10 seconds with a “swipe up” command to see more about the product appearing in the end. The promotion ads pop up between Cosmo’s articles and videos allowing for in-app shopping without leaving the platform.
Lancome’s Snapchat ads promote its newest nourishing Juicy Shaker lip gloss that can be purchased within the app on the company’s loading page, which pops up after pressing “swipe up”. In like manner Target’s promo ad opens up the retailer’s mobile site, where the customers are free to purchase new products every week.
Jumping on ecommerce arena comes to be pretty logical for an application that can now assuredly boast 10 billion videos watched by the users and 60% of daily users creating content. Once it was Instagram to adopt one-stop shopping scheme within the app and Facebook to add “Shop Now” call-to-action tab that decidedly proved itself to be one of the perfect tools to facilitate purchase processes thus ensuring the sales to rise immensely. So now that Snapchat’s popularity is increasing like a shot, why not also become a shopping destination and start looking for newer ways to monetize users’ accounts? The first attempt of monetizing Snapchat was made in 2014 via launching a new money transfer tool dubbed SnapCash that allows friends sending money to each other within the app just adding a debit card.
Though Lancome’s and Target’s shoppable promo ads run on Snapchat with a 10-second duration, it seems that the future ecommerce forays are to hold longer-length videos. More-than-10-seconds promo videos were tested back in November, 2015; Advision tested out its Call of Duty swipe-to-view video that was later on followed by other longer-running videos of movie trailers by such entertainment brands as Fox, Universal Pictures and Paramount Pictures. App installing promo ads appeared in February by Cookie Jam mobile game, shopping app Spring and ticketing company Gametime, while for the multinational telecommunications corporation AT&T, Snapchat used listicles with texts, images and GIFs.
The futures path of this next generation messaging application created by Evan Spiegel, Bobby Murphy, and Reggie Brown in September, 2011, is surely anything but a breakdown. If asked to name the one application standing nearer to real life than all others, it would indubitably be episodic Snapchat that snaps some gestures, movements or comments that are to vanish within 24 hours and remain only in memory much as it happens in real life.
Photo courtesy of @lancomeofficial