Following the launch of Public Profiles for Creators, Shows, and Snapchatters, Snapchat is giving businesses a more “permanent home” on its platform as well. In the announcement last week, Snapchat explains that the new Public Profiles for Businesses will give brands the ability to place their organic Snapchat content in one “discoverable place” and connect with their customers “by highlighting useful and engaging content, showcase existing Lens AR Experiences, and share shoppable products directly within the Snapchat app.” Other users can subscribe to Profiles to stay up to date with new content, product launches, and more. Public profiles have four key features: Public Stories to share what’s happening behind the scenes, AR Lenses to give Snapchatters immersive AR experiences, Highlights to showcase the best content, and finally, a Native Store that lets businesses link their US-based Shopify store to their Profile. The latter lets Snapchatters browse, try on, and purchase products directly through Snapchat. Businesses will also get several other benefits as well, such as management tools through the Business Manager (available on the web and mobile) that let team members collaborate, manage branded content, and analyze data insights. Once set up, a Public Profile is discoverable through Search, mentions, Discover, Lens Explorer, and Snapchat Ads.
