Snapchat extends 'Profiles' to businesses

Tyrone Stewart

Snapchat has extended its ‘Public Profiles’ for creators and shows to businesses with the launch of ‘Brand Profiles’. These provide brands with the ability to bring their in-app experiences to users in a single hub.

Brand Profiles, launched in a closed beta, will enable brands to showcase their AR lenses, story posts, highlights, and a native store experience. At launch, Snapchat has partnered with around 30 brands, including Dior, Target, and Universal.

“The Brand Profiles beta introduces new ways for our community to discover and engage with some of the biggest brands in the world,” said David Shaw, Head of International Product Marketing. “We’re excited to see how this develops as we build towards a future where the Snapchat community can engage with businesses of all shapes and sizes across the variety of products on our service.”

Brands involved in the beta will be able to manage their profile and insights in the app, and on the web via Business Manager. Snapchatters are able to subscribe to a brand by searching for verified brands within the app, and subscribing from within the search results.

Snapchat is touting Brand Profiles as a way from for Snapchatters to organically engage with their favourite brands, and giving brands access to insights surrounding demographics, brand perceptions, and loyalty.

From today – and over the coming months – brands available to subscribe to include Ben & Jerry’s, Candy Crush, Dior, Gucci, Headspace, Jordan Brand, Kylie Cosmetics, L’Oreal Paris, Louis Vuitton, Prada, Ralph Lauren, Target, Tim Hortons, Too Faced, Universal Pictures, and VSCO.