Snapchat has introduced a game-changing feature, allowing users to embed its videos, lenses, and stories onto websites. A move from the once predominantly private and fleeting nature of its content, this development is a clear push towards strengthening its short-form video segment, “Spotlight”, positioning it as a potent rival to the likes of TikTok and Instagram.
Users browsing different websites or reading online articles may now encounter interactive Snapchat content, offering a seamless viewing experience. Snapchat’s own promotional material showcases the elegance of this integration. By simply clicking, users can view these videos or even interact with embedded lenses, provided their device has a camera function.
The embedding process is straightforward. Users locate the desired Snapchat content, copy its link, and then paste it into a browser to obtain an embeddable HTML code. This code can be incorporated into any website, allowing for the content to be displayed.
Snapchat’s evolution has been notable. From initially unveiling its web-access feature solely for paid users, the platform extended this browser-based access to all users in September. With the latest feature of web embedding, Snapchat is clearly focused on expanding its reach beyond just the app. This strategy aligns with Snap CEO Evan Spiegel’s ambitious goal, as revealed in an internal memo, to skyrocket to 475 million daily active users by the end of 2024. It’s a testament to Snapchat’s commitment to competing with the ever-popular short-form video platforms of TikTok and Instagram’s Reels.
By allowing content embeds on the web, Snapchat is not only broadening its reach but also providing marketers with a fresh avenue for audience engagement. As the digital landscape becomes more competitive, platforms that offer flexibility and integration, like Snapchat’s new embedded feature, are likely to lead the charge in user engagement and growth.
