The company announced the feature on Wednesday, which is open to all who use the app.
Users can tap a paperclip icon to append a link to a particular Snap, a feature that was previously only available to brand partners. The link then opens in a Snapchat browser, so you’re technically not leaving the app, making the user experience similar to that of Facebook. Users can swipe up to see the ad.
Snapchat also added character voice filters that users can add to their videos that give the Snap some added flair, and you can spend $5.99 to create customized geofilter for events. These features are in addition to new backdrops, which are accessed with the scissors tool in the app.
TechCrunch’s Josh Constine showed how the features work in a video:
Marketers and publishers shouldn’t expect a huge influx of web traffic from Snapchat, but it will be interesting to watch how users incorporate links in their Snaps. Brand channels and verified accounts already had the option, but giving it to regular users adds a new dynamic.