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Snapchat Announces New Ad Partnership with Cameo, Unveils New Snap Originals

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Snapchat Announces New Ad Partnership with Cameo, Unveils New Snap Originals

This could be a very interesting new addition for advertisers on Snapchat.

Today, as part of its NewFronts presentation, Snap unveiled a new partnership with celebrity video creation platform Cameo, which will enable Snap advertisers to pay Cameo members to create short video ads for their Snap marketing efforts.

Is that ‘Mean Girls’ star Lindsay Lohan talking up Velveeta on Snap? I think it is.

Called the ‘Snap x Cameo Advertiser Program’, the process essentially simplifies celebrity endorsements, with advertisers now able to directly pitch Cameo’s 45,000 celebrities for their ads.

That could be a big deal. Celebrity endorsements have a much higher chance of going viral, and partnering with just the right person for your brand could explode your marketing efforts overnight.

It won’t necessarily be an automatic win every time, and the celebrities will, of course, have the option not to accept any proposal. But again, the right celebrity, paired with the right message, could be big, and the option will undoubtedly attract a lot of interest.

For context, Cameo generated $125 million in revenue last year, underlining the popularity of the format, while Snapchat is now up to 332 million daily active users, eclipsing Twitter, Reddit and Pinterest.

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It seems like an option ripe with opportunity – the Snap x Cameo ad program launches this week with initial partners in the US.

In addition to this, Snap is also launching a new ‘Snap Promote’ option, which will enable content partners to promote their Discover shows and other content within the For You feed on the Stories page. 

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Ad partners can also sponsor shows, or advertise within Discover, so while the main focus here is helping publishers build their audiences in the app, it will also have flow-on benefits for all Snap ad users.

Snap’s also announced a range of new and returning Discover shows, including a new season of ‘Charli vs Dixie’, starring TikTok stars Charli and Dixie D’Amelio, as well as a new series with Olympic legend Simone Biles.

Snap Originals

Snap’s original programming continues to be a winner for the app, with Snap reporting that overall daily time spent by Snapchatters watching Shows and publisher content on Discover increased 25% year-over-year in Q1 2022.

Snap also claims that over 80% of the US Gen Z Population watched a Snap Original in 2021. Which seems like a lot – but basically, Snap’s short, episodic Discover content has been a hit with younger audiences, catering to modern viewing habits, and aligning with emerging media consumption behaviors.

The new programs will further reinforce its Discover offering, while the partnership with Cameo has huge potential for the app, and for ad partners.

Worth exploring in your process.

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Twitter Tests New Bitmoji Integration to Display Your Digital Character as Your Twitter Profile Image

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Twitter Tests New Bitmoji Integration to Display Your Digital Character as Your Twitter Profile Image

This is interesting – Twitter is experimenting with a new integration that would enable users to display their Bitmoji character as their Twitter profile image, providing another way to use your digital avatar as a representation of yourself.

As you can see in this image, posted by app researcher Alessandro Paluzzi, Twitter’s testing out a new Bitmoji integration within the profile image upload flow, with an ‘Add Bitmoji’ button to connect your Bitmoji account.

Which, of course, would also link your Twitter profile to Snapchat, which owns Bitmoji. Essentially, this integration would provide a direct link between your Snapchat profile, where you create your Bitmoji character, and Twitter, which may be the first time that the two platforms have partnered on a direct integration of this type.

That’s interesting in terms of competition, given the two platforms operate in a competitive space. But at the same time, Twitter doesn’t have its own native avatar creation tools, as yet, and the integration with Bitmoji likely suggests that it’s not looking to add such, instead leaning on Snap’s character creation tools to enable another means of expression with your Twitter presence.

Snapchat’s been looking to make its Bitmoji characters a bigger part of the in-app experience, even launching a range of branded Bitmoji clothing options to provide more ways for users to express their identity in the app.

Bitmoji fashion example

The expanded view is that users will come to rely on these digital caricatures as another means of expression. And as we move towards the metaverse future, where we’ll all be interacting via digital puppets, maybe that will then endear users enough to their Bitmoji characters to adopt them as their primary digital avatars to be used across these new, immersive spaces.

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Which is why expanding them to Twitter as well makes a lot of sense, in enhancing that connection and affiliation with the depiction.

We asked Twitter about the experiment, and it provided us with this statement:

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We are always exploring new ways for people to express themselves on the platform. We don’t have further details to share at this time.”

So nothing to go on yet, but it is an area that Twitter’s exploring – and in a world where Twitter users are increasingly using random images of monkeys, goblins, and other cartoon characters as their profile images in the app, a Bitmoji integration seems to make a lot of sense.

It could be another stepping stone to the metaverse, and a future where we interact in totally new ways.

We’ll keep you updated on any progress.



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