You Can Now Link to Websites on Snapchat, Which Is Good News for Brands and Publishers

It'll help marketers gain more organic traffic

Snapchat's Paperclip feature lets users attach links to their posts. Snapchat
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Snapchat has a new way to link out to websites, a feature that could give brands, media companies and everyday users a chance to drive traffic from the app to their mobile pages.

Today, Snap Inc. launched a Paperclip feature for the platform, which lets anyone attach a link to a Snap before it’s shared. The tool gives Snapchat a leg up on rival Instagram, which doesn’t allow anyone to post links other than by putting it in their bio—forcing everyone to ruin a post with overly promotional phrases like “link’s in my bio.” (The exception is users with more than 10,000 followers, who can attach links within their Instagram Stories.)

Until now, the only way users could add links was if a brand bought an ad and included a way to swipe. However, this could make it easier for marketers to gain more organic traffic. It’s also a big win for media companies, which now finally have a way to direct users to their actual websites. The tool can be accessed by tapping on the paperclip icon within Snapchat’s toolkit.

Along with Paperclip, Snapchat released two other features. One, Voice Filters, lets users change the way their voice sounds even when it’s not used with a visual lens. Another, Backdrops, lets users alter the background of an image to change the designs and colors behind them. Last month, the company unveiled a feature called Snap Map, which lets users find their friends or be alerted when they’re nearby.

The latest features are available globally for both iOS and Android devices.

@martyswant Marty Swant is a former technology staff writer for Adweek.