The introduction of a search bar to Snapchat has given brands more opportunity to be found by users. This update introduces the potential for extra exposure for publishers and brands who are increasing their presence in the platform. Simon Law, chief strategy officer at the digital agency Possible, said Snapchat was “beginning to inject features that make it easier for broader audiences to discover things”. Before the launch, the popular app used its Discover section to allow brands to engage with all users, but it was only available to invited publishers. Now, with its new search feature, Snapchat has become even more attractive to advertisers. It was recently revealed that ad spending on Snapchat had already increased substantially throughout 2016, a trend expected to carry on into 2020.