Ads are coming to Snapchat

But CEO Evan Spiegel says they'll only appear in the new Stories feature at first

As Snapchat looks to pay the bills, CEO, Evan Spiegel, says the messaging app will include advertising "soon".

The ads won't be part of Snapchat's core 10-second messaging service. Instead, they'll be woven into the app's Stories section, which lets users string together multiple messages into a thread that self-destructs after 24 hours.

"We're cutting through the new technology around ads to the core of it, which is telling a story," Spiegel said at an event hosted by Vanity Fair. Although some brands such as Taco Bell have been tapping into Stories already, those unpaid promotions only reach users who willingly follow the brand in question.

While Spiegel didn't give any other details, BuzzFeed points out that Snapchat added an "Our Story" feature in July, allowing users to contribute to a public stream during special events. For instance, Snapchat has made these shared timelines available for college football and Octoberfest, and they could be fertile ground for advertisers. (Snapchat could also just inject ads into private Stories, though doing so would probably be more irksome to users.)

Snapchat is also rumored to be working on a promotional offering called "Discovery," which would let users view stories from major media companies--presumably with advertising attached--but it's unclear if this is what Spiegel was referring to.

Why this matters : Snapchat reportedly turned down a US$3 billion acquisition from Facebook last year, suggesting the company has much bigger aspirations beyond being bought by another social network. Still, the startup has yet to launch any revenue-generating efforts that might turn it into a sustainable independent business.

That'll have to change, but the focus on Stories instead of the core product shows how Snapchat will need to move carefully with ads to avoid driving its users away.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in