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Snapchat is rolling out new content initiatives and tools for marketers.
On Wednesday night, executives from Snapchat's parent company Snap Inc. shared new creator programs and sports programming initiatives, as well as new AR tools marketers can use on the platform, during its annual NewFronts presentation. .
The presentation comes on the heels of strong first quarter earnings. The company's revenue rose 21% to his $1.19 billion, and its stock price rose 23%. And it's been several months since we rolled out a new marketing campaign called “Less social media. Less social media.” More Snapchat. ”
New tools: Snap is expanding its existing AR tools, including adding the ability to create branded AR ads and custom lenses using generative AI, as well as allowing advertisers to incorporate AR filters and lenses into the platform's various ad formats. We have also added an AR extension function that allows you to do this.
“AR Extensions allows us to integrate AR lenses directly into all of our advertising operations,” Patrick Harris, Snap's president of the Americas and partnerships, said on stage. “Viewers can try on your products, wear your IP, and enter your brand world directly from the ad.”
New programming: Perhaps the most notable announcement was that Snap's 523 Creator Accelerator program has partnered with Issa Reyes Ensemble, a “newly branded entertainment studio dedicated to championing unrecognized artists,” Ray said. said in a pre-recorded clip. “We're bringing brands and diverse creators together to create content for Snapchat.”
The platform also leans heavily into sports content. Snap's “some of the most popular creators like Libby Dunn and Harry Jowsey will be in Paris” to come to the Summer Olympics scene and “bring new perspectives and bring their own voices to the most exciting event.” “Report,” said Colleen DeCourcy of Snap. said the chief creative officer. The company also renewed its partnerships with the NFL, NBA, and WNBA. This means we will continue to provide our partners with access to official content from these leagues.
In July this year, Snap will introduce the Snap Sports Network, which will include more cheeky sports content including “high-stakes sporting events like dog surfing, extreme ironing, and…water bottle tipping.” Caitlin Kroneman, Snap's head of U.S. auto and restaurants, said. And travel vertically, I said. Kroneman said there are opportunities for brands to buy sponsorships and product integrations, and Taco Bell and Elf are already on board.
Later this year, the Halloween-themed interactive mystery series Phantom House will return for the spooky holiday season. “Through a state-of-the-art AR lens, the scariest moments will engage viewers,” says Kronemann. “Like last year, brands will have the opportunity to create immersive Phantom House content.”
