What is a walled garden?
Walled gardens are in-app internet browsers by social media platforms such as Instagram, Facebook, Snapchat, and LinkedIn. Since they are designed to keep you within a specific platform’s ecosystem for a longer period of time, marketers often use smart banners to drive users from in-app browsers to their mobile apps or mobile websites.
Why are they called walled gardens?
Because it is nearly impossible to direct users from your organic social media posts to your website or app. The only way to bypass these in-app browsers is through paid advertising. Savvy brands have used smart banners to drive users from in-app browsers to their mobile apps or mobile websites.