Snapchat’s NewFront Presentation Highlights Focus on Relationship Building and Distancing from Social Media Industry

Snapchat made a bold statement at its NewFront presentation to advertisers, emphasizing its unique approach to social media. The platform’s chief creative officer, Colleen DeCourcy, highlighted Snapchat’s focus on building relationships rather than endless scrolling, positioning it as a more engaging space for ads.

In an effort to distance itself from traditional social media, Snapchat launched a campaign earlier this year declaring itself as not a social media platform. This message was reinforced at the NewFront presentation, where executives unveiled new creator partnerships and innovative AI and augmented reality tools.

Advertisers can now create AR experiences using machine learning and automation tools, allowing users to virtually try on products. Generative AI can also generate custom Lenses for AR ads, while AR Extensions enable the integration of Lenses and filters into various ad formats.

Snapchat also announced a partnership with Issa Rae’s brand entertainment studio Ensemble, connecting brands with diverse creators. The platform introduced the Snap Sports Network, covering unconventional sports like dog surfing and extreme ironing, with e.l.f. and Taco Bell as launch partners.

Additionally, Snapchat revealed plans for AR experiences for the Paris 2024 Olympics and renewed partnerships with the WNBA, NBA, and NFL. A collaboration with Live Nation will offer behind-the-scenes content for concert-goers, while U.S. advertisers can participate in Snap Nation through creator stories and AR Lenses.

In a final update, Snapchat announced upcoming features such as message editing within five minutes of sending, emoji and map reactions, and AI reminders. With these new developments, Snapchat is solidifying its position as a unique and engaging platform for both users and advertisers.