How Marketers Can Take Advantage of Snapchat's Paperclip Feature

Hal Conick
Marketing News
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Key Takeaways

​What? Paperclip, a new tool Snapchat tool, will allow users to add external links to their Snapchat posts.

So what? The app has long been link-free, challenging marketers to bring Snapchat into use outside beyond the awareness phase.

Now what? Have a clear goal for your campaign and provide the best user experience for Snapchat users before worrying about linking. 

​July 17, 2017

Snapchat has added Paperclip, a feature that will allow users to add external links to their posts on the social media app. Here's how can marketers take advantage.

Snapchat has added a feature that allows users to add links to their posts. 

The new tool, called Paperclip, will allow viewers to swipe up to go to the external link. This feature was added earlier this month and addresses a long-standing marketing desire.

The app, which went public in February as part of Snap Inc., has a reported 158 million daily users.

Chris Loretto, executive vice president of sales & digital at Digital First Media, answered a few questions about what this new capability will mean for marketers, Snapchat users and Snapchat’s competition with the Facebook-owned Instagram.

Q: Snapchat and Instagram have been in heavy competition; does the ability to add links give Snapchat an advantage?

A: Snapchat adding the link or "Paperclip" feature to their platform definitely gives it an advantage over Instagram. It's all about user experience. The Paperclip feature is easy to use and doesn't require the advertiser to ruin their picture with text overlay asking people to visit their website. This also takes Snapchat from largely only sitting in the awareness phase of the consumer journey and places it a bit closer to purchase by driving site traffic.

Q: Instagram famously does not allow links in posts. Do you think this will make Instagram change their mind?

A: Yes, I would guess we see a link feature on Instagram within the next six months. Not only because of Snapchat but also because of their parent company Facebook. Facebook evolved over the years to become one of the most successful lead generating platforms for advertisers.


 How to use Snapchat Paperclip links, Backdrops, and Voice Filters



Q: How should marketers look to take advantage of this new Snapchat feature?

A: Always provide the best user experience and have a clear goal for your campaign. First develop an engaging story on Snapchat, targeted to your ideal customers. Then give the viewer a reason to click for more information. Some brands do this with a CTA to see the end of the story, or with a deal. When they click, take them directly to an engaging page that ties in with the story and has a clear call to action. 

Q: What else is Snapchat lacking that marketers yearn for?

A: Now that Snapchat is getting into the game of clicks and driving website traffic, marketers will soon be asking for deeper tracking metrics like what Google Analytics or pixels on RTB track, like view-through and website-conversions. Also, integrating third party data and advertisers own lists for look-a-like targeting. [This would be] similar to what Facebook is doing very well.

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Author Bio:
Hal Conick
Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at or on Twitter at @HalConick.
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