Snapchat Boosts Up Advertising and Promises Better Privacy Than Facebook

At its first ever Partner Summit in Los Angeles on Thursday, Snap –SNAP- announced new means for its own advertisers to reach users outside of the Snapchat app; introducing its new Snap Audience Network. It claims the new tool will far-reach an advertiser’s audience to third-party apps without compromising user privacy.

Snapchat’s CEO Evan Speigel had talked about the changes happening to the company, for instance, the Snap Audience Network will advertisers to use Snap Ads to reach people of a specific age and gender even outside of Snapchat.

“It makes sense for Snapchat to also have its own ad network,” said Debra Aho Williamson, principal analyst at eMarketer. “Snap has several unique and engaging ad formats that would likely play well outside of Snapchat. The launch of the ad network will be a test of whether advertisers agree.” (as cited in CNN)

Rivalry tensions between Snap and Facebook went far beyond privacy. There has been multiple rumors concerning Zuckerberg’s interest in purchasing Snapchat even before owning Instagram. Facebook has found huge success with copying Snapchat’s Story format that led to Instagram Stories recently hitting 500 million daily users, while Snapchat has 186 million daily users for its entire app.

As a result, Snap announced a new feature called App Stories that allows Snapchat users to post videos and photos that disappear after 24 hours to other sites and apps for the first time. This means Snapchat users will be able to post a Story directly to their Tinder profile, starting this summer. The move could encourage more users to post Stories, or sign up for the Snapchat app.

“Stories are an engaging way to experience content and to gain a closer, more authentic connection with the person or entity behind that content,” said Debra Aho Williamson, principal analyst at eMarketer. “So for Snapchat to extend stories outside of its app’s walls makes it easier for people to engage with it even when they aren’t on Snapchat.” (as cited in CNN)