By Teddy Wohl, AVP digital activation, PHD

Snap has seen tremendous growth in the last year, doubling the number of brands advertising on the platform. With a reach of more than 900 million globally, Snap’s ability to connect with 75% of users aged 13-34 is critical for brands targeting younger generations.

Snap’s global CMO Grace Kao said during their NewFront on Wednesday that the messaging app’s main goal is to deepen the emotional connections with both Snap Chatters and brands.

To that end, Snap announced Wednesday that brands can now participate in chat for the first time through Sponsored Chat, allowing them to authentically interact with Snap Chatters. The messaging app company also announced Promoted Place, which allows brands to appear on the Snap Map with highlighted locations.

For instance, the presentation for Sponsored Chat included Jonathan Bailey, from Wicked, sending a personalized message to the Snap audience. Promoted Places drew on the 400 million Snap users who engage with the Snap Map, zooming in on the people and places that matter most to them. Examples for quick-service restaurants (QSR) were demonstrated, showcasing dynamic logos and fun interactivity, while reminding Snap Chatters to discover retail locations nearby.

Snap also announced at its NewFront content development initiatives with the WNBA, delving deeper into women’s sports and providing behind-the-scenes looks at the players, teams, community and culture.

There is also further expansion in the successful partnership with the NHL, entering its 10th year, along with more content to come from Snap Nation, which aims to build deeper connections with artists during key calendar and cultural moments.

Further enhancements to the Snap platform include AI advancements designed to maximize outcomes for brands. Generative AI in Lenses will help brands create engaging experiences within the platform, connecting their identities to audiences in unique, creative and customized ways.

With current Snap products, such as Snap Ads and AR Lenses, there are both simple and complex ways to engage with Snap Chatters. The new product announcements introduce exciting opportunities for brands to reach social audiences where they spend the most time.

Snap has achieved significant success by collaborating with Snap Creators, who already hold considerable credibility with the Snap audience. There is an opportunity for brands to engage with these creators through Sponsored Chat, lending a more native feel to their branding efforts. This can be purchased through both Takeover and Auction, making it the highest-reaching ad product in Snap’s suite.

Snap is positioning itself as a leading platform for brands to connect with users through innovative and engaging strategies that focus on meaningful moments, community building and cutting-edge technology.