How to Set up A Public Profile for your Business on Snapchat

Why Use Snapchat Public Profiles?

Snapchat launched public profiles in mid-2020, but until recently, only verified creators could access this feature. As of June 2021, all Snapchatters can create public profiles and leverage the many promotional opportunities they offer.

Essentially, a public profile is your business’s home on Snapchat. Snapchatters can find it through search, on the Discovery tab, via lenses, or through a paid ad. They can also access it directly from a snapcode or shareable URL.

Public profiles come with these elements:

  • Short bio: Like many other social media platforms, Snapchat gives you up to 150 characters to introduce your brand and tell subscribers what you’re all about.
  • Location: If your business serves a local clientele, you can select a city and state to help customers identify you.
  • Business type: Choose from dozens of business categories ranging from brand to entrepreneur to non-profit organization.
  • Subscribe button: Rather than adding your business as a friend, Snapchat Users can subscribe to your public profile content.
  • Subscribers: As your business gains subscribers, the total count appears in your public profile. Subscribers are separate from any friends your brand’s account may have.
  • Verified status: If your brand is verified, a yellow check mark shows next to your business name, confirming that your public profile is an official page.
  • Website link: If you’d like subscribers to visit an external website, add your brand’s URL.

Snapchat public profiles also feature up to four types of content:

  • Public story: Automatically show any stories your business has published within the past 24 hours.
  • Highlights: Display curated collections of your favorite stories, photos, videos, and public snaps.
  • Lenses: Showcase the lenses you’ve developed.
  • Shop: Allow Snapchatters to experience your eCommerce store.

How to Create or Switch to a Snapchat Public Profile

You can set up a Snapchat public profile in just a few minutes. If you’re ready to design lenses, create highlights, set up your shop, and add members, plan on spending at least an hour.

  • Set up a Business Account by logging into Business Manager and selecting ‘Public Profiles’. To create a free business account, you can find more information here.
  • Create a free Public Profile by setting up a username (or connect an existing one), and add business information to the Profile. Then click ‘Update Profile’ to make your Profile live and searchable.
  • Add content like Lenses, Stories, and Highlights to the Public Profile from the Snapchat app.
  • All users are now able to find, engage with, and subscribe to the Public Profile.


If your target audience includes typical Snapchat user demographics, creating a public profile is likely to be a smart choice for your business. Although you certainly don’t have to leverage all of the features, at the least, Snapchat recommends posting snaps or stories a few times a week to keep your audience engaged.