Snapchat, the mobile app that allows users to send messages that disappear after up to ten seconds, is planning to bring in brand advertising.
Some 400 million snaps are now sent via the app each day, which gives brands access to a largely teenage audience. Estimates suggest 90% of Snapchat's audience is aged 13-17.
According to The Wall Street Journal, the service will be called Snapchat Discovery and will offer brands the use of short video clips and images to advertise themselves to SnapChat users. It is not yet clear how long brand posts will last before disappearing. The WSJ has suggested the service will launch in November.
In order to reach users on Snapchat, brands have to create a profile. So far in Australia, Telstra has an account along with Mondelez-owned Sour Patch Kids.
Snapchat launched Snapchat Stories last year. This allowed users and brands to post their snaps more “publicly” to their entire friends list, followers could then view the snap for a 24 hour period as often as they liked.
Snapchat Discovery could be a lucrative move for the popular app that famously declined a $3billion dollar takeover from Facebook in 2013. However, brands may face some scrutiny over their posts given rules governing advertising to children.
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