For some time now we have been seen advertising giant Facebook mimic the features and functionality of Snapchat, primarily through its subsidiary Instagram. In a recent reversal of roles, Snap Inc. has just announced it will be launching its own self-serve Snapchat Ads Manager platform.
Previously, businesses have only been able to purchase ad space direct through Snap’s direct sales team and via third-party software. The rollout of the new Ad Manager platform presents an exciting opportunity for SME businesses in Australia to target their products and services to the primarily millennial user base on Snapchat.
Advertisers will be able to buy most of Snap Ads video formats and have a variety of targeting options, such as age and location.
While this is an exciting prospect for businesses wanting to utilise the Snapchat platform, the challenge will be creating the content that appeals to the often fickle user-base.
Snap Inc. is indicating that the new Snapchat Ads Manager will be open to the Australian market in June 2017.
In what appears to be a direct response to this news, only days later Instagram released an update which essentially copied Snapchat’s face filters, the fun piece of functionality that Snapchat users love to use.
The question now is how this will play out for the two social media behemoths. Will Instagram become too feature rich and move away from its roots of clean and curated content, which created the safe environment that was so appealing to advertisers in the first place. Or perhaps Instagram’s mimicry will stifle Snap Inc. from acquiring further market share. This was certainly the case last year. Tech Crunch reported that Snap Inc. growth slowed 82% after Instagram Stories was released.
Whatever the case may be, the Rocket team will be looking forward to experimenting on the new Snapchat Ads Platform and seeing if we score wins for our clients.
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