Snapchat is testing a new feature that gives brands a permanent home on the platform.
Brand Profiles, currently in closed beta, allows brands to bring things such as AR Lenses, native commerce stores and content highlights into one permanent place on the app, rather than having them disappear after a campaign ends. Users are able to subscribe to a brand's profile through the subscription section on the app.
Snapchat has secured about 30 brands for the rollout, including Dior, Target and Universal
The social media company is hoping the move will incentivise deeper investment in the platform from brands, such as with tools like AR as it gives them a permanent home for users to engage with rather than disappearing after a campaign.
“Our Brand Profiles beta introduces new ways for Snapchatters to discover and engage with top brands,” says Kathryn Carter, Snapchat Australia and New Zealand general manager.
“We're building toward a future where the Snapchat community can engage with businesses of all sizes across the variety of products on our service.”
The move from the social media company comes as more brands embrace digital advertising and ecommerce during the COVID-19 pandemic.
“Being invited as early adopters of the Brand Profile format has given Dior the opportunity to further strengthen the brand's position at the forefront of innovation in the fashion and beauty worlds.” says a Dior spokesperson.
“In a time of unforeseen market evolution and a rapid shift to online retail, AR allows us
to greatly enhance our level of engagement with our audience, offering a personal experience of new launches and collections independent of geographic location.”
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