Snapchat is still trying to explain what it is — and reach an audience beyond its core tween base — with its first-ever television commercial.
The minute-long spot will air tonight on TBS during the NCAA Final Four basketball tournament, and has been dubbed ‘A New Kind Of Camera Company’. The clip covers the app’s various use cases — from taking family portraits to toying with its popular Lenses feature to checking out user-submitted Stories from across the globe. “It’s a camera for talking,” a narrator explains, “because a Snap says more than a text. So yeah, Snapchat is a camera, where how you feel matters more than how you look.” The tagline could be a dig at competitor Instagram
, notes The Drum, which has stunted Snapchat’s growth after pilfering its Stories feature, and which is also known for prizing aesthetics.In addition to the TV component, Snap is also launching a website, whatis.snapchat.com, in a bid to educate consumers. The campaign arrives as Snapchat — which counts 187 million users — is facing a bout of bad news, including several rounds of layoffs, criticism from high-profile users, and a widely-derided redesign.
You can check out the company’s first TV commercial right here:
Each week, we handpick a selection of stories to give you a snapshot of trends,…
Roblox is quadrupling down on chasing adult gamers--and rewarding developers who make games appealing to…
Five months after FaZe Clan's collapse, some of its best-known alumni are looking to bring back…
Creators have already made their mark in movie theaters and on Broadway stages. Now, they're…
Vine is back, and it's anti-AI. Jack Dorsey, co-founder and former multi-time CEO of Twitter,…
On the internet, it's been a roller coaster ride for the humble check mark. At…