Snapchat stages a redemption of viral hashtags on Instagram, its rival

Snap subtly explores the rival platform of social media Instagram as part of its first global advertising campaign launched Tuesday.

The campaign, titled "Real Friends", aims to highlight how users can connect with their close friends on the company's application, Snapchat. As part of this launch, Snap hosted a Facebook hashtag Facebook checkout by filling in the #realfriends and #friendshipquotes pages with quotes from personalities of friendship.

Snap said that he had partnered with "Quotefluencer" accounts on Instagram to publish the ads. The ads are distinguished by Snap's yellow and ghost logo, nicknamed Ghostface Chillah.

"Snapchat is for real friends, so today we're launching a celebration of friends who share, laugh, love and connect through our platform," Kenny Mitchell, director of marketing, told CNBC. joined Snap in April. "With more than 70 Snapchat from 12 different countries," Real friends "shares the stories behind real friendships around the world."

In a blog post, the company said the campaign emphasized its mission to let friends "express" and share what they feel "in the present moment."

Snap also released a series of short videos featuring Snapchat users talking about their friendships, as well as footage from the app.

In addition to the social media campaign, Snap announced that it would broadcast commercials via film, broadcast, print and digital channels in the US, India and Australia, as well as in the United States. In Europe this fall.

The campaign comes after last week's Snap released better-than-expected results for the second quarter. Snap's user base is 203 million daily active users, the second consecutive quarter of growth for the company.

This is not the first time that Snap and Instagram are engaged in a small friendly fire. Facebook drew attention by copying many of Snapchat's popular features, including its ephemeral Stories features and augmented reality camera effects. In response, Snap's CEO, Evan Spiegel, said he wanted Facebook to copy Snap's "data protection practices", not just his product, and criticized Facebook as a "good place to be". superficial friendships ".

Facebook was not immediately available to comment on the campaign.