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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 brand profiles, rolled out first to companies including Ben & Jerry’s, Gucci and Target, will serve as landing pages for select video content (that won’t disappear unless the brand wants it to), branded augmented reality lenses and a virtual in-app storefront for brands that use Shopify.
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.