“Sociable” is the newest commentary on vital social media developments and trends from industry expert Andrew Hutchinson of Social Media Today.
Yeah, I’m tipping this isn’t going to go great.
After announcing Sponsored Snaps back in September, which will likely be the first Snapchat ad type that gets directly inserted into user inboxes, Snap has now announced its initial Sponsored Snap campaign, with a DM video message going out to all U.S. Snap users aged 18+ to advertise the brand new movie “Wicked”.
As you’ll be able to see in this instance, the Wicked Sponsored Snap will feature actor Jonathan Bailey telling people who they need to go watch the movie when it opens later this week. The Snap can even feature a CTA guiding users to purchase tickets for the film.
And that message will likely be coming into Snapchatter inboxes very soon, which is able to likely be disruptive for many users.
Because while Snap says that the majority Snap users like movies, they won’t all be fans of musicals. And the Snap inbox is some of the intimate connection surfaces in all of social media, with many teens using this to conduct their most personal chats.
As such, I doubt that suddenly getting ads on this stream goes to be a welcome addition. And while we’re all now pretty attuned to ads in almost every digital element, this one, particularly, looks like it could possibly be viewed as crossing the road for some Snapchatters.
Does that mean that they’ll stop using the app? I mean, probably not, if Sponsored Snaps are fairly intermittent. Though I believe that if this becomes a more popular ad option, and a heap more brands jump on board, that this will likely be an annoyance for Snap users, who, again, view their inbox as a more intimate, private connection space.
Ads in messages are rarely welcome, in any app, and I don’t see Snap users being excited to get them of their DMs.
But for Snap, it could possibly be a helpful offering, because many brands are already trying to connect with its 443 million day by day lively users. DMs are more responsive, and harder to disregard, and that would see a whole lot of marketers watching the early examples here, to see what the worth of Sponsored Snaps could also be.
But I don’t think users will likely be as receptive.
We’ll discover, with the first Sponsored Snap campaign launching this week.
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