Business development · 21 July 2017

Snapchat tool promises quicker and easier advert creation

Snapchat now boasts over ten million daily UK
Snapchat now boasts over ten million daily UK users

Popular multimedia messaging service Snapchat has launched a new tool making it easier for brands to create advertising to publish on the platform.

The Snap Publisher tool builds on Snap Ads, the platform’s existing mobile advertising tools, to make the process of creating an advert for Snapchat quicker and more straightforward.

The “browser-based” tool, which promises to let brands easily edit and animate Snap Ads without needing to use costly video editing software, promises to be especially useful for small businesses and new brands looking to target and grow a Snapchat audience.

Snap Publisher features include an ability to convert a brand’s horizontal video content into vertical Snap Ads, enhance existing video with design features like text images and animation, and generate many different versions of a Snap Ad.

Unlike the advert creation tools of rival social platforms, a unique feature of Snap Publisher is thought to be its “computer vision”, which automatically detects when an uploaded video switches scenes, allowing users to quickly cut an advert with these scene changes.

Snap Ads provide one of three ways brands can advertise via Snapchat, including the sponsored lense and sponsored geofilter tools. In a statement, the platform claimed its advertising products enable brands to “reach the right audience in the right context”, based on criteria including user lifestyle categories and demographic.

The marketing head at ‎Function of Beauty, a beauty brand that beta tested Snapchat’s new tool, Adrienne Gaines, told Business Insider: “Snap Publisher removes the barriers to entry and makes it easy for smaller brands to advertise on the platform.”

According to the platform’s data, in the UK there are now over ten million people using Snapchat every day, with an increasing number using it exclusively as their only social platform.

Snapchat has claimed that, on any given day, 31 per cent of its ten million-odd UK users can’t be reached by Facebook, 37 per cent can’t be reached by Instagram and 44 per cent can’t be reached via Facebook Messenger.

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ABOUT THE EXPERT

Fred Heritage is deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London. He previously worked as a reporter at Global Trade Review magazine.

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