The Rise Of Snapchat

A year ago, using Snapchat as a potential marketing tool would have almost been unheard of. Yet with 22% of advertising execs planning on utilising the app in 2016, it’s quite clear that Snapchat is here to stay. For the foreseeable future, at least.

Snapchat was primarily used as a messaging platform for users to instantly send photos and videos to be immediately consumed by friends and family. Now, with an estimated value of 16 billion dollars, Snapchat’s daily video views have soared by 350% from May 2015 to January 2016 and users are watching 10 billion videos a day.

With millenials’ need to live ‘in the now,’ Snapchat allows users to capture moments, tell a story and have conversations through a continuous live feed. Snapchat’s unique selling point is it being so instant. Once a snap is sent and viewed, it’s gone: the temporariness of the content demands attention. This increases interactivity between users and is the one thing Snapchat’s social media counterparts seemingly lack. Pair this with the fear of missing out (or FOMO to you and me) and it’s no wonder the app has gone from strength to strength in a matter of months.

And with a whole host of celebrities having hopped on the bandwagon, users can’t get enough of peeking into the lives of the A-list (and Z-list!)

So how can brands tap into this?

Only 1% of advertisers are currently using the app, which means that now is the best time to get a head start on competitors.

What are the stats?

70% of Snapchat users are women with a core audience age range of 13-25 and 400 million snaps are exchanged in a day.

Why should you use it?

Snapchat offers a chance for brands to be showcasing new products with video previews, behind the scenes clips, introducing their team, running competitions and giving away coupons to a highly engaged audience. According to GlobalWebIndex, 76% of Snapchat users bought something online in the last month and are motivated by discounts and offers which is great news for retailers.

The addition of the ‘Discover’ page allows for twelve media channels to post a daily story, in the now, and encourages users to return to the channel the next day. 60 million people visit the Discover hub each month and Cosmopolitan averages at three millions viewers a day, suggesting that it’s a different way for publishers to engage with readers.

Domino’s UK’s ‘Mouth Boggles’ campaign saw creatives produce a bespoke Snapchat Lense and filter that let users mimic the mouth boggling action, as seen on TV and their ‘Dough To Door’ strategy saw them launch a Snapchat story lasting 24 hours, through which they unveiled a unique discount code which could then be used to place an order online.

Whatever your stance, Snapchat looks set to be a prominent feature in the future of digital marketing and is definitely one to keep up with.

Sources:

http://mediakix.com/2016/01/snapchat-statistics- 2016-marketers- need-to-know
http://socialsesame.com/the-rise- of-snapchat- why-is- it-so- popular/
https://econsultancy.com/blog/67257-15- reasons-your- brand-should- be-on-snapchat
http://www.adweek.com/socialtimes/why-you- need-to- add-snapchat- to-your-marketing-arsenal/635814
http://www.thedrum.com/news/2016/03/22/dominos-launches- mouth-boggles-tv- and-snapchat- campaign

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About Laura Scott

I'm a 22 year old copywriter working for an ecommerce website based in Manchester.

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