SnapChat is set to launch a behavioural targeting tool that will enable brands and publishers to tailor their content marketing campaigns using new metrics and data. SnapChat Director Clement Xue said that the new capabilities will roll out to users by the end of September.
The targeting tool will enable marketers to see whom a particular user follows, and it will be especially useful for determining industry-specific interests such as pop stars and bands, which record labels could then use to broaden their reach for music videos, products and other content.
Login with SnapChat
SnapChat’s latest addition is aimed at providing advertisers with a more holistic approach to analytics so that they can get behavioural data alongside information such as geo location, age and gender. SnapChat is in the process of making its data-obtaining capabilities more robust and recently rolled out a “Login with SnapChat” button for its Bitmoji Keyboard app.
The arrival of a login option is notable for SnapChat as it could now rival the likes of Google and Facebook in accumulating behavioural data. Previously, it only made use of information based on in-app follows.
The image messaging platform continues to grow regardless, with a new report by eMarketer predicting that more than 28 per cent of US smartphone users will use SnapChat at least once every month this year, which equates to around 58.6 million consumers. This figure is up nearly 200 per cent compared to 2014, and eMarketer believes that this trend will continue for the next four years.
SnapChat strategy group manager Bryan Kim recently commented on how the app has become hugely popular with millennials due to its combination of photo capabilities and social connectivity. He added: “We’re like a camera company. And we encourage creativity, which is why there are so many creative tools on our platform — doodles, geofilters, stickers and lenses.”