Snapchat adds Public Profiles for expansion of its Business

As announced by the company, Snapchat will now allow business to house all unique content on the app. As announced by the company at Snap Partner Summit 2021, Public Profiles will give brands the ability to get discovered organically, engage with customers all from one discoverable place.

As explained by Snapchat on their blogpost,

"Brand Profiles offer a permanent home for brands on Snapchat, [bringing] various brand experiences for Snapchatters together into a single home on our service. With 229 million Snapchatters using the app daily, this real estate for our partners is especially important in a world where our millennial and Gen Z audiences can be hard to reach and build deep, authentic relationships with on many platforms."

Brand profile will enable brands to showcase various abilities that includes:

• Brand AR lenses : Brands will be able to save and showcase any lenses they've created or commissioned on their profile, helping to maximize the value of their promotional tie-in AR experiences
• Highlights : A best way to showcase the most and best curated content. As explained by Snap: "This is the best way for Snapchatters who aren’t familiar with a brand to get to know who they are" 
• Story posts - Brands will also be able to showcase their own public Story on their brand profile, like behind the scenes, latest updates and many more.
• Native Store - And lastly, brand profiles will also include an optional Store experience, which will enable Snapchatters to browse and purchase items directly within the app  

Brands will now be able to manage content, access mobile and web management tools with this new brand profile features which will help brands to stay connected with their audiences specially the younger ones' and to review additional analytics. 

But brand profiles are not available to all just yet. At launch, a small group of brands will be approved to join the beta test, with Snap planning to expand the option to more businesses in the coming months.