Dive Brief:
- After acquiring Bitstrips, the creator of Bitmojis, back in March, Snapchat is rolling out support of cartoon-like emojis in user snaps and chats, according to TechCrunch.
- Bitmojis allow users to create custom emojis that look somewhat like the creator, which can then be used to express a variety of emotions.
- User must download the Bitmoji app to create the custom emojis and then link accounts with Snapchat after creating their Bitmoji.
Dive Insight:
After acquiring Bitstrip for what was reported to be around $100 million, Snapchat is rolling out support for Bitmojis, the company's signature creation. The move is another example of how Snapchat is looking to stay a step ahead of its social media competitors by offering features that its Gen Z and millennial audience may find compelling.
It hasn't happened yet but it would be easy to see Snapchat rolling out a sponsored Bitmoji branding opportunity for brands that's similar to Sponsored Lenses. The process would take additional steps since the target audience would need the Bitmoji app, but brands with a certain amount of cachet could find an audience interested in creating a personal Bitmoji that expresses their interest in certain brands.
One highly successful Sponsored Lens campaign was Taco Bell’s Cinco de Mayo effort, which achieved 224 million views in one day. That Lens turned Snapchat users’ heads into giant taco shells and included audio of the gong sound that Taco Bell has been using in other advertising.
The app's interface historically has been very difficult to use for marketers. Snapchat has not offered most of the bells and whistles brands are accustomed to with social media platforms, such as segmentable targeting for ad buys and detailed performance measurement.
But Snapchat is in the middle of rolling out new features to reach new users and attract advertisers. Snapchat recently launched a “Memories” feature that allows users to save their Snaps, while its new API provides brands with more flexibility on how much they want to spend on advertising through the platform. Other recent moves by the social media app, including adding tracking and measurement tools, indicate Snapchat is ready to start playing nice with brands that want to reach its youth-heavy audience.
