• by Colin Kirkland , August 28, 2024

Over a decade into its existence as a major player in the social media space, Snapchat has launched its first-ever native app for the iPad, allowing users to experience the platform and its various features, including augmented reality (AR) Lenses, in full-screen, which will help advertisers trying to reach audiences with more effective creative.

In its iOS update notes, Snapchat says the iPad app will provide users “with a larger canvas when capturing Snaps” while also allowing them to see more of their friends on the second and fourth tabs.

Until now, Snapchat's iPad accessibility has been offered solely through the iPhone app, leaving users with large black borders surrounding their smartphone-sized Snapchat interface.

Other display limitations included glitches in AR features, which have negatively affected the presentation of ads.

Snapchat continues to push the boundaries with its AR Lenses, recently announcing a range of new AR ad options for brands to boost exposure on the app, including AR takeovers, which give brands the first impression of the day in the first slot of the Lens Carousel in addition to unlimited impressions, frequency and permanence in the Lens Carousel ad slot.

New possibilities offered in a larger full-screen iPad interface could expand advertisers' ability to test more immersive types of ad creative and in-app experiences, such as virtual try-ons and tutorials for fashion and beauty brands.

In addition, Snapchat+ users who own iPads will now have a heightened experience surrounding their 40-plus premium features like chat wallpapers, custom app icons, AI bitmoji pets, and first-looks at My AI updates.

Snapchat has added 3 million paid subscribers since April and now touts that it has 11 million total subscribers.