Snapchat, the social networking app that has gained its popularity by enabling users to send short photo or video messages that self-destruct after 10 seconds, is getting into the shoppable ad business, and Target is among the first to test the idea.
The social networking site has experienced substantial growth in recent months with the number of people sharing photos and videos climbing from eight billion per day in February to 10 billion last month, according to Bloomberg. Snapchat says that 60 percent of those using its apps do so on a daily basis.
According to Adweek, Target and Lancome are running shoppable ads on Snapchat within Cosmopolitan's Discover channel, a hub within the mobile app for media properties.
The 10-second Target ad has copy that reads, "New Products every week." When Snapchat users swipe the screen, they are taken to Target's mobile site to shop and buy.
Target first began using Snapchat last February. At the time, Kristi Argyilan, senior vice president, Media and Guest Engagement for the retailer, said in a statement, "Target is always looking for creative platforms to engage guests in ways that are meaningful to them. Snapchat provides a fun channel for us to quickly share exclusive, behind-the-scenes content with our guests that they can't get anywhere else."