Snapchat Breaks Barriers: Fosters External Content Embedding and Aims for User Expansion

Snapchat, renowned for its policy of encouraging content consumption within its proprietary app, is breaking new ground. The social media platform has set the wheels in motion to allow web pages to incorporate public content like Lenses, Spotlight videos, Public Stories, and Public Profiles directly onto their sites.

To include a Story, video, or Lens, users must first open the desired content in a web browser using the respective link. Then, they can select the embed button available on the shared sheet, copy the code, and paste it on their website.

In a user-friendly move in July 2022, Snap bolstered its website functionality, introducing core features such as sending messages and Snaps. Initially, the web version of Snapchat was exclusively accessible only to Snapchat+ users in the US, UK, Canada, Australia, and New Zealand. However, by September 2022, the company extended its web service to embrace all users.

This strategy mirrors the practices of Snapchat's competitors, Instagram and TikTok, which have long allowed blogs and news platforms to embed their content. Snap anticipates this move will fuel increased traffic to both its app and website.

Plans are underway for the social network to hit a milestone of over 475 million daily users by 2024. Also highlighted Snap's aspiration to amass 14 million Snapchat+ subscribers and accrue $500 million in non-ad-dominant revenue. Latest figures reveal that Snapchat+ has already hit the 5 million subscriber mark in the previous month.

In a nutshell, Snapchat's latest shift in strategy clearly reflects the platform's ambition to engage with a broader audience and increase its revenue streams. By aligning with the practices of contemporaries like Instagram and TikTok, Snapchat opens up new avenues for content sharing and visibility. This, coupled with its ambitious expansion goals, points to a dynamic and promising future for the social media giant. As the lines between various social platforms continue to blur, it'll be interesting to see how these innovative features bolster Snapchat's standing in the competitive landscape.