Snap hunts for more advertisers with Shopify

By Mariam Cheik-Hussein | 30 April 2019

Snapchat is making it easier for businesses to advertise on its platform in a new partnership with ecommerce platform Shopify, as the social media player looks to boost advertisers on its app.

The integration allows Shopify businesses to purchase ads on Snapchat directly through its interface, using the new Snapchat Ads app.

It makes Snapchat just the third platform, behind Google and Facebook, to partner with Shopify and offer brands a direct self-serve advertising integration. With the integration, brands can place ads on Snapchat’s Discovery page, targeting people based on location, age and interests.

The move comes just days after Snap hired its first CMO, Kenny Mitchell, following a positive Q1 earnings report.

Snap appears to be going through a mini-revival, with its first quarter earnings reporting a growth in users for the first time since the first quarter of 2018. Snapchat now has 190 million daily active users, up from 186 million across both the first and fourth quarter of 2018.

During its earnings report, Snap expressed its goal to bring in more advertisers to its platform, particularly smaller businesses.

“Right now the sophisticated advertisers, those who have been buying advertising for a long time have a really easy time utilizing our Ads Manager as the features are nearly at parity with the rest of the industry,” Snap chief business officer Jeremi Gorman says.

“However, for smaller businesses we know that we need to change the tools a bit to make them a little bit easier, a little bit more automated and simple for smaller advertisers to use.

“We're in the process of evaluating those changes and making some of those to activate more advertisers in the tail.”

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