Snapchat Introduces Buddy Passes to Boost Subscriptions

Snapchat introduces Buddy Passes, a new feature that lets users use a temporary, free access with friends to boost subscriptions and improve engagement.

Snapchat has launched an exciting new feature for promotion called “Buddy Passes” for Snapchat+ members. This feature allows subscribers to offer their friends a complimentary one-week period of Snapchat+ access with no additional cost. This new approach aims to boost the app’s premium usage by leveraging the existing subscribers.

How Buddy Passes Work

According to Snap:

“If you’re a Snapchat+ subscriber, you can give your friends free access to Snapchat+ using a buddy pass. On the first day of each month (on an annual plan) or the first day of each billing cycle (on a monthly plan), you’ll get three Buddy Passes to give to friends that will allow them to use Snapchat+ for free for 7 days.”

This approach encourages existing users to invite their friends, which creates a virtuous potential for Snapchat’s subscription service.

Potential Impact

With more than 15 million Snapchat users paying for add-on package, offering three Buddy Passes per subscriber adds up to 45 million users attempting the premium features every month. 

Even if none of the passes are utilized, the initiative will increase Snapchat+ exposure and conversions.

Snapchat is under pressure to increase revenue after reporting lower-than-expected Q2 results despite increasing investment into AI as well as AR technologies. 

Although ads are still the largest part of the revenue, Snapchat+ has outperformed other subscription models on social media, such as X Premium and Meta Verified, in terms of subscribers and market penetration.

Utilizing the existing Snapchat+ users to promote the service is a smart way to boost growth and diversify revenue streams.

Usage Details and Availability

Snapchat has also introduced the physical Snapchat+ gift cards available at retail stores, and recently, partnered with McDonald’s offering customers the ability to swap loyalty points in exchange in exchange for Snapchat+ access. 

These campaigns further infuse Snapchat into the youth culture, while promoting premium use.

Buddy Passes are not yet available worldwide; however, if they are available, Snapchat+ members can use Snapchat’s Snapchat+ management page. 

Snapchat warns that once a Buddy Pass is sent, it can not be cancelled and emphasizes the importance of sharing it with care.

Final Thoughts

The gifting feature is the latest addition to Snapchat’s toolbox of creative ideas for growing premium subscriptions. In the meantime, as Snapchat continues to gain momentum through Snapchat+ and the Buddy Pass initiative may become the key factor for the growth of subscribers.