Ariana Grande Is Selling Promotional Merchandise Via Snapchat

Snapchat bills itself as “The fastest way to share a moment!,” but it could soon take on a second description—namely, “The quickest means to make money.” The theoretical addition comes courtesy of our reaction to the pastel tie-dye face mask that singer Ariana Grande is offering through the enormously popular multimedia messaging app.

The 25-year-old performer has made the garment a part of the promotional campaign for “Sweetener,” her fourth studio album that has already inspired some Promo Marketing coverage for another apparel product’s, well, lackluster look. This time around, though, the mask, which became available at midnight through her new Snapchat lens, is promising a more aesthetic reward, not to mention presale ticket access to the Grammy Award nominee’s upcoming headline tour and a link to download her 15-track album.

https://twitter.com/ArianaGrande/status/1032650872168296448

Since “Sweetener” has already yielded the successful singles “No Tears Left to Cry” and “God Is a Woman” (and because two of her studio albums have topped the Billboard 200), one need not be a genius to predict that the new album will likewise sell well. That person does not have to possess a membership in Mensa International either to foresee solid sales for the face mask.

Since Snapchat prides itself on promoting brevity, having a long shelf-life through the medium might sound impossible. But it stands to figure that Grande—who, aside from her self-condemnation of the aforementioned “Sweetener” T-shirt, has succeeded with every business venture—would be an enduring presence on there as her album climbs or controls the charts. The face mask, so to speak, only sweetens her promotional prominence, but it also supports our February prediction that Snapchat could become a merchandise haven. Granted, Grande is an anomaly in that she has captured mass appeal as an entertainer, but she can prove an inspiration completely removed from her music artist context.

Given that Snapchat had, as of late last year, 187 million daily users, promotional products personnel might think to bolster client programs by hawking goods through the app. Social media presence and target audience would both have to factor in heavily there, but if businesses plot successfully, the merchandise, like the photos and videos that people typically post via the medium, could be gone in a snap.