Observed Signal · Dec 6, 2022 · Product Launch · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Story Boost Arrives on Snapchat+
Snapchat’s paid tier, Snapchat+, will add a feature called Story Boost that lets users extend the reach of their Stories to a larger audience. The boost appears to be opt-in and does not notify friends when used. Snapchat does not disclose exact mechanics. Snapchat+ launched in June 2022 at €4.59 per month, granting subscribers badges, viewer insights, and special icons, plus the ability to pin a friend as a 'BFF'. Since launch, Snapchat+ has introduced features such as Priority Story Replies, new backgrounds and app icons, and Post View Emoji. The article places paid-feature discourse in a wider context, noting that other platforms are exploring paid options while Instagram has not yet rolled out a comparable variant.
New feature on Snapchat+; modest impact on platform monetization and reach strategies within paid social.
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Key Takeaways & Evidence Grounding
- Snapchat+ is a paid tier introduced in June 2022.
- Story Boost lets Snapchat+ users boost Story reach.
- Friends are not notified when a contact uses Story Boost.
- Snapchat+ costs 4.59 euros per month.
- Snapchat+ reached 1 million subscribers within six weeks of launch; later features included Priority Story Replies, new backgrounds, app icons, and Post View Emoji.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Snapchat+ Surpasses 25M Subscribers, Hits $1B Revenue Mark!
Snap announced its direct-revenue business has reached a $1 billion annualized revenue run rate, driven largely by Snapchat+, which has surpassed 25 million subscribers. Launched in 2022 at $3.99/month, Snapchat+ has expanded into multiple paid tiers over the past year — including Lens+ ($8.99/month), an ad-free Platinum tier ($15.99/month), and a paid storage plan ($1.99/month). Snapchat+ subscribers receive up to 250GB of storage while Platinum users get 5TB. Snap also began an alpha test of creator subscriptions in the U.S., allowing creators (including Jeremiah Brown, Harry Jowsey and Skai Jackson) to set monthly prices for subscriber-only content, priority replies and ad-free experiences for their Stories. Snap says it will continue to grow Snapchat+ focusing on customization and community features, and the move has prompted similar subscription tests from competitors such as Meta.
Snap Exec: Much AI-Generated Content Is Just Crap
In an interview at DMEXCO 2026, Jan Müller, Senior Sales Manager for Largest Customers DACH at Snap, discussed the platform's stance on AI-generated content. Snap has stopped recommending wholly AI-generated videos in Snapchat's Spotlight feed to combat what is often referred to as 'AI slop'. Müller acknowledged that while some AI-generated content is good, much of it is low quality. He also touched on the importance of authenticity and the mix of brand and performance advertisers on the platform.
Snap Exec Urges Brands to Embrace Private Chats
In a guest commentary on Meedia, Jan Müller, Senior Sales Manager Largest Customers DACH at Snap Inc., argues that brands must shift focus from reach to relevance in private communication channels. Citing Snap's 'The Great Brand Reset' study with Mindscope, he highlights that 56% of German respondents share content with a small, specific group, and 61% prefer private interactions with brands via DMs, stories, or chatbots. He emphasizes that chats are not just for customer service but offer potential for brand engagement, especially with Gen Z. He advocates for creating content that provides practical value, using camera and AR for try-before-buy experiences, and being relevant in moments of decision-making. The commentary provides no new product launches or company announcements.
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