Snapchat is set to introduce “Sponsored Snaps,” a new form of advertising that will appear next to chat threads from friends, as revealed by CEO Evan Spiegel.
These sponsored messages will show up as unread messages in Snapchat’s main Chat tab, meaning they’ll likely sit above personal messages until users interact with them. This marks the first time Snapchat is integrating ads into the most frequently used section of its app.
In a memo shared with employees and posted on the company’s website, Spiegel explained that these Sponsored Snaps will appear without triggering a push notification, and opening them will be optional. However, it’s unclear how easily users can dismiss these ads without opening them, or if that option will even be available. Snap has not provided further details beyond Spiegel’s memo.
Spiegel emphasized that these ads allow brands to engage with Snapchat’s user base visually, aligning with the app’s core functionality. He also reassured users that their private conversations with friends will remain private and won’t be used for advertising purposes.
The timing of this new advertising feature coincides with Snap’s financial challenges, including a stock price near an all-time low. Despite having over 850 million monthly users globally, Snap’s advertising revenue remains small compared to competitors like Meta, and the company has yet to achieve profitability.
