As Snap works to ramp up its revenue ahead of its IPO, Snapchat's pulling out all the stops to draw retail ad dollars in what's the most important quarter for ad-based businesses.
On Friday, Snapchat is debuting a Nordstrom sponsored lens which puts your face inside a snow globe. This type of filter enables Snapchatters to do the most personal type of marketing: apply effects and sounds to their selfies, and then send the photo or video of their face, integrated with a brand, to their friends.
What makes it most compelling to marketers: Snapchat says on average, its users play with a sponsored lens for 20 seconds before sending it to friends.
Nordstrom joins a number of retailers working with Snapchat this holiday season; Target and American Eagle have deployed a number of "Snap Ad" video campaigns. The ads play with sound for up to 10 seconds, and then give the option to swipe up or see more content or the option of clicking through to a website.