It’s a major milestone for Snapchat, which reached 2bn video views per day in May and 3bn just five weeks ago, indicating the company’s video growth is still accelerating. The 4bn figure is based solely on the “Live Stories” feature, which shows users’ snaps curated from others in cities and events across the world. This feature shows up alongside stories from users’ friends and content from publishing partners such as BuzzFeed, ESPN and others.
The company uses its Live Stories feature to show users advertisements in a variety of ways. Snapchat showed its first political ad in June when the American Action Network nonprofit advocacy group paid for a 10-second ad during a Live Story that appeared for Sen. Joni Ernst’s “Roast and Ride” event in Des Moines, Iowa. The Live Story around Sunday’s MTV Video Music Awards featured advertisements from Taco Bell, Verizon and others. On Wednesday, MasterCard used the feature to run an advertisement in the New York Live Story. Marketers also can pay for advertisements by giving users specially designed filters, a tactic that’s been used by McDonald’s and the films “Terminator Genisys” and “Minions.”
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