In an effort to expand its slice of the social media marketing pie, Snapchat is expanding into mobile app install ads. The theory behind lots of Snapchat advertising is that the user is more engaged on Snapchat as opposed to passively scrolling through their Facebook newsfeed thus more likely to remember and respond to an ad.

Something that Snapchat has done that is a fresh new take on the app install ads is eliminating the need to *sigh* actually click the screen. With a simple swipe up, you’re already on the app download screen, which sounds small but in early tests is showing a huge return for advertisers. According to this Ad Age article, the micro investing app Acorns started running these Snapchat mobile app install ads and is seeing a 40% higher install rate than Facebook.

Say what you will, but Snapchat has lowered the barrier of entry with these ad types. As small as it may appear, requiring a swipe vs a click, it is faster and requires no new screen to load. This is something that Facebook itself already knows, evidenced by ad types like Lead Ads and Canvas Ads that remove the need to click out of Facebook. Or even Instant Articles which are pre-cached to remove any unwanted load times.

What may have started as a self-serving agenda by Facebook and others of keeping users on the social channels rather than clicking out to a website, is also seemingly having a huge positive impact on advertisers as it makes it even easier for users to respond and engage.