Asos and HBO are among the first brands to publish content via the newly launched Snapchat Promoted Stories feature.
The online fashion brand took advantage of the new function to advertise its Black Friday deals, while HBO used Promoted Stories to encourage people to stay indoors watching its top shows on the busy shopping day.
Promoted Stories content is targeted at Snapchat users depending on their app history, with their friends also able to see the same ads. From these, users can access links to buy products or install an app, changing the way that products can be purchased digitally.
Content published through this new medium will remain live for just 24 hours and can take the form of still images or videos, giving marketers several options when it comes to making their ads as eye-catching and memorable as possible.
Peter Sells, director for revenue product at Snapchat, explained: "Promoted Stories offer marketers access to the same Stories format used by our community, combined with the reach and placement enjoyed by publishes on the app."