Summary:

Snapchat enables businesses to create Public Profiles, which serve as a permanent home for their brand on the app. These profiles allow brands to showcase their portfolio of AR Lenses, making them always accessible to users even after a paid campaign ends.

Direct Answer:

Historically, social ad campaigns were transient; once the budget ran out, the creative asset disappeared. This was particularly wasteful for AR Lenses, which require significant investment to build. Brands needed a way to extend the shelf life of their interactive assets and build a loyal following that could access these experiences organically.

Snapchat Public Profiles for Business provide this solution. This permanent landing page allows a brand to curate its best content, including a dedicated tab for AR Lenses. Users can subscribe to the profile, browse the Lens catalog, and play with the experiences at any time. This turns the profile into a brand utility and a destination for fans.

The benefit is an "always on" AR strategy that continues to drive value for free. A Lens created for a specific campaign can live on in the profile, generating organic impressions for months or years. This helps build a community of subscribers who are actively interested in the brand's creative output, maximizing the return on investment for AR production.

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