Snapchat announces new features geared at creativity, collaboration, partner advertising

Snapchat parent Snap Inc. on Thursday announced a slate of new features designed to help it keep pace in a digital environment that values efficiency, revenue opportunities, and cutting-edge creativity.

Why you should care

Many of the new features enhance the core Snapchatter experience, but with it comes key openings for marketers and advertisers.

Dynamic scanning and enhanced AR brings the Snapchat experience to life with improved movement tracking, new interactive templates via Lens Studio, landmark manipulation, and object scanning. From snapping math problems and movie posters to visualizing new perspectives on landmark locations, brands will be able to deliver targeted content in context for deeper engagement with audiences.

New third-party app integrations via Snap Kit allow users on apps like Tinder, Netflix, VSCO, and GoFundme to create custom partner stories directly from Snapchat. Partner apps will be able to display Snapchat stories on their own platforms with the added option of monetizing their content with full-screen mobile ads in the coming months.

Snap Originals is expanding its serialized mobile shows with a range of scripted dramas, comedies, and docuseries targeting a variety of audience interests. Available globally on Snapchat’s Discover page, each episode is approximately five minutes in length and includes six-second, non-skippable ads available for purchase.

The new Snap Games platform allows for multiplayer gaming in real-time with original and partner-developed games made for Snapchat. Snap Games will offer advertisers six-second ad spots in the platform, which is accessed directly from Chat for fast and intuitive gameplay.

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Taylor Peterson