Snap has launched a series of advertisements promoting the value of friendship onto Instagram, in addition to billboards and traditional advertising routes.
Announced in a blog post, Snap aims to celebrate “the real friends who use Snapchat”. The platform has seen a surge in growth this year and now has over 203 million daily active users according to Snap Inc.
Snap paid to have inspirational quotes shared onto the profiles of popular content creators’. The images were shared with Snapchat’s logo, and a “Brought to you by Snapchat” caption. The posts are bundled under the '#realfriends' hashtag.
In the blog post, Snap announced, “when we launched Snapchat more than seven years ago, it wasn’t about capturing the traditional Kodak moment, or trying to look pretty or perfect,"
“We wanted to create a way for our friends to express themselves and share however they felt in the moment."
The news follows Snap’s move to involving content creators and celebrities within their Discovery page.
Competing against Instagram, Snap will need to do more than an advertising campaign to secure users while Instagram trials new features such as the removal of likes, and the monitoring of abusive comments before posting.
Adam Mosseri, head of Instagram said of the updated features, “It’s our responsibility to create a safe environment on Instagram. This has been an important priority for us for some time, and we are continuing to invest in better understanding and tackling this problem.”