Snapchat Will Now Let Some Brands Have Their Own Profiles

For the first time, brands will have their own profiles on Snapchat. The social platform will beta test the feature with 30 brands before offering it to all businesses, it hopes, by the end of the year.

The initiative was created in the image of Snapchat’s public profiles, which were first introduced last year for high-profile creators, influencers and original shows on the app. While brand profiles have mostly the same functions as the public creator profiles, brands will be afforded unique web tools so corporate users—operating as a team—don’t have to work within the mobile app.

Users can find the brand profiles through search, QR codes and brands’ ads. If they subscribe, they’ll see updated content from that brand in Discover, the platform’s curated hub for publisher content, shows and select influencers. Brands’ AR lenses will also populate in the Lens Explorer after users subscribe. Announcement from Sanp.