By: Miles Inserra, Zip2media Blogger
Snapchat is a highly underrated means of digital marketing. Like Facebook, Twitter or Instagram, the application may just seem like another 21st century social media platform. But Snapchat offers features that can turn it into a powerful tool for media advertising.
The application’s greatest element is storytelling. Users can string together a series of short videos that last no longer than 10 seconds each and permanently disappear after 24 hours. The fleeting nature of these videos demands viewers’ undivided attention, a characteristic that is ideal for promotion. And videos don’t have to stop after 10 seconds. Allow followers to get interactive by giving them the choice to swipe up after the video ends to view additional content like feature articles, extended videos and straightforward ads. Major media publishers like Vice, National Geographic and Buzzfeed have utilized the unique signature attributes of Snapchat to develop and increase their brand recognition and expand their following. The key is a concise and pertinent message.
Another feature – On-Demand Geofilters – are small customized works of art that appear in the corner of a snap or story enabling a business to promote their logos, brand name, conferences or events. Gatorade partnered with Snapchat for Super Bowl 50 to create a filter with their iconic orange thunderbolt slashing through the capitol black G. Not only did Gatorade use the filter in their snap story showcasing the victory Gatorade dunk, but the filter with their logo was made available to Snapchat users nationwide. For their 50th anniversary party, Vans partnered with Snapchat and created a filter with their catchy “Off the Wall” slogan. The filter was used and viewed by Snapchatters in the US, Canada and Mexico. The app is enabling big brands to grow bigger, by using quick, snappy storytelling to engage its core audience. Snapchat may have a short shelf life but that is also its appeal and key differentiator.
But you may be asking yourself: What exactly is Snapchat and who uses it?
Snaps can be photos, videos, and meme-storytelling devices. Currently there are over 100 million daily Snapchat users spending 25 to 30 minutes of valuable time per day with the app. In fact, Snapchat is the 3rd most popular social media app among millennials age 18 – 26. These are some impressive engagement numbers.
Snapchat enables a company to increase the public’s interest in their brand and connect with consumers. Any company that hasn’t embraced Snapchat as a primary form of media advertising is behind the curve, at least with adults 18-26.