Snapchat just dropped something big: Sponsored Snaps. Starting this week, U.S. users aged 18+ will see ads right in their inboxes, with the first campaign promoting the movie Wicked.
Here’s how it works. A video message from actor Jonathan Bailey will pop up in your Snaps, urging you to check out the film. There’s even a link to grab tickets. Sounds simple, right? But not everyone’s thrilled.
Snap’s inbox is a sacred space for many users—a place for private chats, not ads. So, getting a promotional message there might feel a little… intrusive. Sure, we’re used to ads everywhere online, but this feels a bit personal.
Will it push people away from Snapchat? Probably not—at least not yet. If these ads stay occasional, most users might tolerate them. But if brands flood inboxes with promotions, Snap could face some backlash.
For marketers, though, this is a golden opportunity. With 443 million daily users, DMs offer a direct, hard-to-ignore connection. If this first campaign does well, expect more brands to jump in.
So, how do you feel about ads in your Snap inbox? Love it or hate it, it’s happening!
