Brand Profiles Arrive On Snapchat

Snapchat adds Brand Profiles to its platform

Snapchat is looking to expand its business appeal by offering brands new ways to connect with users in-app.

The social media platform is adding Brand Profiles to its repertoire, with the intention of giving brands a more established presence on the site. As explained by the company, though brands have previously only appeared in click-through adverts or on the Discover page, the new profiles ‘offer a permanent home for brands on Snapchat.’

Brands will be able to post on their story and create a Highlights reel, providing a way to exhibit their best photos and videos directly on their profile and thus contributing to their online image. There will also be the opportunity to save and showcase any Branded AR Lenses they may have created, thereby maximising the promotional value of AR experiences. A final possibility for Brand Profiles will be an optional Store experience, which will enable users to browse and purchase items directly from the app.

The platform is looking to appeal to brands by marketing themselves as a site through which to engage with younger users. ‘With 229 million Snapchatters using the app daily, this real estate for our partners is especially important in a world where our millennial and Gen Z audiences can be hard to reach and build deep, authentic relationships with on many platforms,’ a representative of the company remarked. This has something which the app has perhaps already proven through its addition of Creator Profiles, launched last year, which were again targeted primarily at younger audiences – and have proved successful. Snapchat have suggested that Brand Profiles will look similar to Creator Profiles.

It’s without a doubt an interesting move from the app, especially considering the platform has long marketed itself as a place where friends can connect and share life moments. The addition of Brand Profiles simultaneously widens the scope of the app, and possibly detracts from what many have considered its appeal (a place for loved ones only, away from the continuous stream of promotion and advertising).

Perhaps hoping to minimise this latter point, the company has decided to keep Brand Profiles within the confines of the original Snap experience – allowing brands to use tools already recognised and understood by users – as opposed to incorporating entirely new brand functionalities (with the exception of the ‘Shop’ feature.) Whether this will change as more brands turn to the app, it’s difficult to tell.

Overall, it’s an exciting addition to Snapchat’s repertoire. It’s important to note that Brand Profiles are not available just yet, and at launch, only a small group of brands will be approved to join the beta test, but upon a successful trial, this move will likely hold appeal for brands hoping to connect with younger audiences. It will be interesting to see what Snapchat does next in its move toward the business world.



(Image creds: Social Media Today)

  • Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!Alvaro Lopez, Primavera Sound
  • Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.Chris Besseling, eOne Films
  • From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.Niko Michault, Push Music Management (Jack Savoretti)
  • It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.Sophie Rix, The Prince’s Trust
  • We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.Ben Martin, Marshall Arts (P!nk and Elton John)
  • Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.Tom Noeding, RS Group
  • Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.Jai Shaw, ATC Management
  • Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.Naoise Kavanagh, Jigsaw
  • Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.Tony McGuinness, Anjunabeats / Above & Beyond