For the first time, Snapchat will allow brands to have their own profiles on the platform. The company has announced a beta test which would give brand profiles permanent homes for companies on the app. Snap Inc has confirmed that it aims to allow all businesses to access brand profiles by the end of this year.
Brands can save as well as showcase any branded AR Lenses they have created/commissioned on their profile. With Highlights, businesses can showcase collections of their best public Snaps, photos, Stories, and videos. Lastly, brand profiles will also feature an optional Store experience, which will allow users to browse and buy products directly within the application.
L’Oreal Paris, Universal, Target, and Dior are among the first thirty brands that are launching their brand profiles.
LinkedIn Adds More Quick Creation Post Options
LinkedIn's post composer quick links are growing, with more options to help guide what you post about on the platform.
The most recent additions here are ‘Polls’, 'Offer help’ (which it launched last month in light of the ongoing impacts of COVID-19), a new 'Share a profile' option, which enables users to showcase a connection via a post.
LinkedIn is also looking to emphasise specific types of engagement, and facilitate simpler posting; it also continues to promote hashtag use and topic following options.
Facebook Hosts Music Videos
Facebook is launching a new program which aims to provide more incentive for music publishers to post exclusive artist video clips direct to Facebook, which could see it provide more of a challenge to YouTube, while also luring bigger audiences to Facebook Watch.
Stop Swiping Right for Snapchat?
Snap Inc’s confirmed it’s testing a new experience that allows users to move through Snapchat’s public content with a vertical swiping motion — a gesture that’s been popularised by TikTok. The test is focused on content that’s published directly to Snapchat Discover, not your friends’ private Stories. In the new format, a horizontal swiping motion — either to the left or right — will exit the experience, instead of moving you between Stories, as before.
Snapchat declined to offer specific details about the test, beyond clarifying it’s in the early stages and only viewable by a very small percentage of its user base. As with the launch of Instagram Reels, the timing of Snap’s test is interesting. With TikTok experiencing some unfavourable headlines, its competitors are moving boldly into its territory.
Instagram Reels in the US from August
Instagram confirmed it’s preparing to soon launch its TikTok competitor, known as Reels, in the US from early August.
The U.S. launch comes shortly after Reels’ arrival in India this month, following a ban of TikTok in that market. Reels has also been tested in Brazil, France, and Germany.
SnapChat Meditates on New Mini-App
Back in June, at its 2020 Partner Summit, Snapchat previewed its upcoming 'Snapchat Minis', which are essentially micro-versions of full apps, built within Snapchat. And this week, the first Snapchat Mini is going live, with Headspace launching its new mindfulness and meditation tool.
The new tool could provide a key outlet for Snapchat's young audience, while the addition of participating in such with friends is designed to reduce the stigma of acknowledging such concerns, and seeking out some form of assistance. This marks a significant technical advance from Snap Inc.