Snapchat Moves Beyond Filters And Into Social Commerce
Target and Lancome are among the first to offer shoppable Snapchat ads
Just a few months after Cosmopolitan editor and Snapchat board member Joanna Coles talked about the social media app’s soon-to-come e-commerce capabilities, Snapchat released 10-second call-to-action ads within Cosmopolitan magazine’s Discover channel. Target and Lancôme are the first brands to run promotions on the channel.
Target’s ad gives consumers the option to buy plant stands, water bottles and other items featured in the video, while Lancôme’s promotes its new Juicy Shaker lip product using a similar user experience. Users can swipe up on the ads for additional content, but the most impressive aspect of the experience is not having to exit the platform to shop. This effort joins the money transfer service Snapcash as the latest effort to monetize the platform, along with a growing range of advertising options.
Not all brands are convinced of the platform’s marketing potential regardless of its popularity and reach, but retailers like Chanel, Alexander Wang and Louis Vuitton have run Snapchat campaigns. Last month, Burberry ran a short video directed by Steve McQueen as well as grooming and tailoring videos on Discover.
Even though all the major social media platforms have attempted to integrate in-app shopping in the past two years, the Washington Post reported in January that social channels accounted for only 1.8% of online sales during the past holiday season.
Social shopping is just getting started, but now seems like an ideal time for the platform to jump on the trend. Snapchat boasts more than 100 million daily users viewing close to 10 billion videos every day, and CEO Evan Spiegel told bankers in a presentation earlier this year that users spend an average of 25 to 30 minutes on the app each day.
Using Snapchat via Shutterstock