You’re in your Snapchat inbox, casually catching up on chats with your friends, laughing at inside jokes, and maybe even ignoring a few unopened snaps (we’ve all been there). Suddenly, you see something unexpected—a message that’s not from your bestie or that group chat you swore you’d mute but never did. Nope, it’s Jonathan Bailey sliding into your DMs, hyping up Wicked and telling you to snag tickets for the movie. Wait… what?
You’ve probably noticed it—Snapchat doing something a little… different. They’re not just sticking to Stories or Spotlight ads anymore. Nope, now they’re popping into your inbox with Sponsored Snaps. It’s a bold move, no doubt, but here’s the kicker: it might just be brilliant.
The first brand to take a swing? The movie Wicked. Snapchat has teamed up with the highly anticipated musical to slide into your DMs with a video message featuring Jonathan Bailey himself, inviting you to catch the movie. It’s not your average ad, and it’s got everyone wondering—what’s Snapchat up to, and is this actually going to work?
Your inbox is no longer just for friends
Snapchat’s inbox has always been a bit sacred. It’s where you send quick snaps of your lunch, gossip about weekend plans, or share the world’s most unflattering selfies (that you hope never see the light of day). So, seeing an ad sneak into this personal space? Yeah, it’s different. But Snapchat is betting big on the idea that if they make these ads rare, relevant, and, dare we say, fun, they can hit the marketing jackpot.
Take the Wicked campaign, for example. This isn’t some boring, “Buy tickets now!” kind of message. It’s a lively DM, complete with Jonathan Bailey hyping you up for the movie, all while leading you to an easy link to grab your tickets. Snapchat is trying to make ads feel less like ads and more like a personal nudge from someone you actually want to hear from. Smart, right?
Why brands are taking notes
Let’s be real: marketing is all about standing out, and Snapchat’s Sponsored Snaps do just that. Here’s why brands are already paying attention (and why you should too if you’re in the game):
- Ads that are impossible to ignore
Ever scrolled right past a Story ad? Yeah, same. Sponsored Snaps are different. They land in your inbox, sitting there like a message from a friend—ready to be opened. And because it’s in such a personal space, it commands attention in a way most ads just don’t.
- It’s personal without feeling spammy
Snapchat’s approach isn’t to flood inboxes with irrelevant junk. They’re being intentional. The Wicked campaign is targeted at users who actually fit the demographic—movie lovers, musical fans, and people 18+. It’s not about reaching everyone; it’s about reaching the right ones.
- They make storytelling the star
A big reason this works is because it’s not just about selling—it’s about telling a story. Jonathan Bailey isn’t just plugging Wicked; he’s inviting you to be part of something exciting. That’s the magic of Snapchat’s Sponsored Snaps: they let brands get creative and make ads feel like experiences.
Will users love it—or roll their eyes?
Here’s the thing: people are picky about their inboxes. Whether it’s emails or DMs, we’re all a little protective of that space. So, naturally, Sponsored Snaps are going to get mixed reactions. Some people will think, “Oh cool, a Wicked ad!” while others might groan, “Ugh, not in my DMs.”
The good news for Snapchat is that they’re starting small. These ads aren’t flooding inboxes; they’re popping up selectively. And as long as they don’t overdo it, users might be willing to tolerate (or even enjoy) the occasional creative ad. But if it becomes a free-for-all with every brand jumping in? That’s when things could get messy.
What this means for brands and entrepreneurs
If you’re in the marketing world—whether you’re running a business, a startup, or even your own personal brand—there’s a lot you can learn from Snapchat’s bold move. Here’s the takeaway:
- Find where your audience hangs out
Snapchat knows their inbox is where users spend the most time and feel the most connected. For your brand, think about your audience’s favorite spaces. Are they scrolling TikTok? Hanging out in Facebook groups? Commenting on Instagram reels? Go there and meet them on their turf.
- Make it personal, but keep it relevant
Nobody likes ads that feel like they’re shouting into the void. Take a page from Snapchat’s book: keep your messages targeted and tailored. Make people feel like your product or service was made just for them.
- Experiment with bold ideas
Sponsored Snaps are a risk but could pay off to redefine how digital marketing is done. Be unafraid to try something new, be it an ad format, a quirky campaign, or even a strategy of direct messaging. Sometimes, those are the boldest moves that pay off the most.
So, is Snapchat’s risk paying off?
Honestly? It’s looking like it might. The Wicked campaign is grabbing attention, brands are taking notes, and users are (mostly) curious about this new way of advertising. But the real test will be how Snapchat manages the balance—keeping ads occasional and engaging while ensuring users don’t feel bombarded.
For now, though, Snapchat has done what all great marketing strives for: they’ve started a conversation. Whether you love it, hate it, or just find it interesting, Sponsored Snaps are shaking up the game—and giving us all something to think about when it comes to reaching our audiences in creative, meaningful ways.
So, next time you see a Sponsored Snap in your inbox, don’t just swipe it away. Take a second to see how it’s crafted, how it’s targeting you, and what it’s trying to say. Who knows? You might just get inspired by your own marketing strategy.
FAQ’s
1. How can I make my ads feel more personal?
Tell a story that resonates, entertains, or interests the audience, solves a problem, or appeals to their emotions. It should feel like talking to them, not selling them something.
2. How do I avoid annoying my audience with too many ads?
Keep it simple—don’t overdo it. Share fewer, better ads that offer real value. People will stick around if they feel like you’re helping, not hounding.
3. How do I reach people without being pushy?
Show up where they are, whether it’s Instagram, TikTok, or email. Share content that fits what they care about. When you make it relevant, it doesn’t feel like an interruption.