Snapchat introduces ‘promoted stories’

ASOS and HBO will be the first brands to make use of Snapchat’s new Promoted Story advertising format.

Snapchat ‘stories’ are a format that are used by millions of the social platform’s users to share photos and videos with other users. User stories last for 24 hours and can be viewed any amount of times during that period.

The idea to open this format to brands is an attempt to drive up advertising revenues and help reverse the company’s poor run of financial form.  

“Our advertising partners have been asking for ways to tell deeper stories on mobile,” Peter Sellis, Director, Revenue Product, Snap Inc.

“Promoted Stories offer marketers access to the same Stories format used by our community, combined with the reach and placement enjoyed by publishers on the app.”

The promoted stories for ASOS and HBO will target different markets, with France and the UK being the focus of the former and the US for the latter.


The ASOS story will look to put the brand at the top of consumer’s lists of suppliers for the Christmas party season. The HBO ad, on the other hand, targeted Black Friday shoppers, using its list of esteemed content to lure them into staying at home.

So, what is a Promoted Story? The format is three to ten individual ‘snaps’ that all link together to tell a longform story. The current purchasing model is that a brand can pay for a “one-day takeover” by specific country.

"We’re excited to be one of the first brands to launch Promoted Stories and hope we can do it in a way that’s fun and engaging for the people out there who love ASOS,” Leila Thabet, Global Content and Engagement Director, ASOS, said.

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