Snapchat is planning to add ads to its 'Mini' feature, which is basically a collection of apps from third-party developers. Mini enables users to interact with their friends in the Chat section without having to switch apps. Snapchat launched this feature earlier this year.
The apps that Mini consists of include 'Headspace', which is a meditation app, 'Tembo'; a group study app, 'Turbovote'; that allows users to register votes with friends, and Atom's 'Movie Tickets'.
Snapchat is introducing ads to Minis as a monetization incentive, as it did the same to Snap Games, where users are rewarded for watching ads and can win extra weapons.
The company hasn't started running any live tests yet, but has said that it is working on it.
So far, both Atom and Tembo have given positive reviews of their partnership with Snapchat for Mini, as the feature got significant user attention and interaction after it was launched.
Snapchat has previously also partnered with companies to include them in its app. In July, for example, it launched brand profiles that allowed companies to display AR lenses, commerce stores, and other content.
Snapchat is constantly working on ways to ensure that its community actively engages with businesses, whether small or big, via its platform. The only requirement from Snapchat is that marketers learn to adapt technical skills to develop apps, so they can make the most out of Snapchat's innovative, new features.