Snapchat hits the web to boost engagement through chats and video calls


Diving Brief:

  • Snap this week launched Snapchat for the web as a browser-based version of its popular photo messaging app. The site lets Snapchat users continue conversations on its platform from their smartphones and computers, according to an announcement.

  • MAccording to internal data cited by the company, more than 100 million Snapchat users make video or voice calls through its app every month. Video calls can include up to 15 participants at a time, CNN Business reported.

  • Subscribers to Snapchat+, launched in June for $3.99 per month, in the US, UK and Canada have early access to Snapchat for web. Regular Snapchat users in Australia and New Zealand can also access the service, which Snap plans to offer globally.

Overview of the dive:

Snap’s introduction of a web version makes a contrary progression to that of other social media companies such as Facebook and Twitter which started as websites. Snapchat for the web can help keep people engaged with its platform while making features like video calling easier to see on a bigger screen. The expanded versatility that comes with a web-based version potentially positions Snap to compete with other video conferencing providers such as Zoom, GoToMeeting, Microsoft Teams, and Verizon’s Bluejeans.

While video calling apps typically don’t contain ads, the additional engagement Snapchat derives from using the web can help brands running campaigns on its platform. Snapchat’s global user base grew 18% year-on-year to 332 million in Q1 2022, with the strongest growth in countries outside of North America and Europe . When the company releases its second-quarter results this afternoon, analysts will likely want to know more about how Snap’s new services, including Snapchat+ and Snapchat for web, will affect its advertising business.

What Snap management says about ad revenue has implications for the broader digital advertising market. The company’s stock market value was nearly halved on the day after it warned in a statement that revenue and profit would be weaker than expected in the second quarter. Snap revealed it was unlikely to hit the bottom of its 20% to 25% annual revenue growth target amid greater economic uncertainty.

Snap’s introduction of new services comes months after the company showed off a slew of features at the Snap Partner Summit, including expanded e-commerce capabilities for Snapchat. The company has launched software tools to create augmented reality (AR) shopping content, giving brands another way to engage mobile users and guide them to a purchase. Its AR Shopping templates in Lens Web Builder, Snapchat’s self-service platform for creating digital images that consumers use to decorate photos and videos, were created to help marketers with content buyable immersive.


About Author

Comments are closed.