New Snapchat Paperclips feature enables content creators to put links in their Snaps. Plus, has the platform opened the floodgates to bad ads?

New Snapchat Paperclips feature enables content creators to put links in their Snaps. Plus, has the platform opened the floodgates to bad ads?

Alongside other updates, Snapchat has announced that they will introducing Paperclips, a new feature to enable content creators to attach an external link to their Snaps.

As Marketing Land explains, links can be added to a Snap by tapping the ‘Paperclip’ button, which can be found in the Virtual Toolkit. Users viewing the Snap can then open the attached link by simply swiping up.

Although the functionality isn’t strictly new to Snapchat, it was previously only available as a paid feature. Now, however, links can be added to posts by all content creators on the social media platform.

The other features Snapchat has introduced are backdrops and voice filters. As NY Mag explains, the first will enable users to cut objects out of an image and add a new image behind them, while voice filters have been separated from lenses. This means that you can now add a filter after recording a clip.

In other Snapchat news, it has been claimed that the self-serve advertising platform may have caused low quality ads to ‘flood’ the app, causing a lower quality user experience. This is due to more “non-premium” direct-response ads (such as “Lower my Bills” and Sing! Karaoke) appearing on the platform over the last few months.

As Shareen Pathak from DigiDay has previously reported, the self-serve platform is only available for video Snap Ads, and is free for brands to use with no markup. This eliminates the need for brands to work with Snap’s own sales teams or third parties, which may be why lower quality ads are slipping through the net.

The TJM take: The new Paperclips feature is an attractive prospect for content creators, and seems to be very similar to Instagram’s existing Stories linking feature, which is widely used by brands and influencers to drive traffic to their websites. However, with more low-quality ads appearing on the Snapchat platform, its users may continue to flock elsewhere.

Snap has the same problems as Twitter, it gathers very little data about the user and what they like, so matching adverts with people interested in them can be hard. This does not take away from its use as a ‘broadcast’ mechanism, but it does then reduce the tracking and ever important ability to identify ROI.

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