Page 13 - index
P. 13
RESEARCH, ANALYSIS & TRENDS
Is the time ripe for Snapchat or is it just
a short-term marketing phenomenon?
Hence, a brand can present itself on Snapchat more
unconventional, but that alone still brings no benefit to
the users.
Reasons why the Snapchat app is worthwhile for mar-
keting are its high popularity among the young target
group, besides the fact that the current situation is a
great opportunity, since the competition is still asleep.
Although the global trend of Snapchat loomed for quite
some time, the majority of businesses is still largely
ignoring the service. While almost every social media
active company has a Facebook page, just two percent
According to a recent study of the investment bank
Piper Jaffray, the mobile app Snapchat has overtak- use Snapchat, according to the Brandwatch blog.
en Instagram as the most popular platform among Another good reason is that the audience is quite un-
US teenagers. In the trade press it is therefore al- critical, which means that the atmosphere is casual and
ready compared as the "young Facebook”, since it relaxed, leaving room for experimentation. The audi-
was also once a youth phenomenon, while today a ence isn’t condemning anything quickly and mainly
lot of the older generation maintains profiles and wants to be entertained. Snapchat is perfect for sharing
posts thoughts, too. content immediately and allow the followers to partici-
pate in real-time.
Let’s be careful with forecasts and find out first how ad-
vertisers can present themselves there. Some case Entertain, don’t advertise
studies from the United States already show that espe-
cially with the 13- to 34-year-olds the mobile app claims All in all that’s what marketing professionals need to
to be very popular. The peculiarity is that posted videos keep in mind when testing Snapchat, as they will find
are at most ten seconds and disappear after viewing. out anyway that pure advertising is not appropriate
Thus, the appeal lies in the momentariness of the con- here. Besides, since the contents are only available for
tents. Even typical chatting is possible, videos and pho- a limited time, users can be animated to always check
tos can be overlaid with text and filters, so that Snap- new content on the platform. Last but not least, brands
chat can be considered to be an ephemeral mixture of that get in touch with the users directly, should present
Whatsapp and Youtube. themselves personally and place no advertising. Im-
portant is that they have really something to tell. Far too
Apparently, already 200 million people worldwide are many brands jump at the channel due to the hype with-
using the platform, resulting in seven billion views per out thinking.
day. Therefore, it could already be worthwhile to place
brands with matching influencers at Snapchat - like the According to digiday, Snapchat is developing an algo-
Kardashians show us again. rithm that will act as a gatekeeper between publishers
and brands and their audiences and be a curator of
Analysis instead of zest for action content like Facebook: Everybody can share content
for free, but an algorithm would penalize some people
Some brands use the platform as a playground to start
an active dialogue with their target audience by staging and boost others. But when this will happen we will
scavenger hunts or allow to paint on photos. However, see, but publishers are typically in a better position than
Snapchat provides advertisers especially with an oppor- brands when it comes to how platforms value their con-
tunity to present themselves unadorned, which means tributions.◊
no tenfold approved designs or perfectly taken photos, By Daniela La Marca
rather content should be as intuitive as the user inter-
face of the app itself – especially since the target audi-
ence wouldn’t value the effort anyway.
13 MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Is the time ripe for Snapchat or is it just
a short-term marketing phenomenon?
Hence, a brand can present itself on Snapchat more
unconventional, but that alone still brings no benefit to
the users.
Reasons why the Snapchat app is worthwhile for mar-
keting are its high popularity among the young target
group, besides the fact that the current situation is a
great opportunity, since the competition is still asleep.
Although the global trend of Snapchat loomed for quite
some time, the majority of businesses is still largely
ignoring the service. While almost every social media
active company has a Facebook page, just two percent
According to a recent study of the investment bank
Piper Jaffray, the mobile app Snapchat has overtak- use Snapchat, according to the Brandwatch blog.
en Instagram as the most popular platform among Another good reason is that the audience is quite un-
US teenagers. In the trade press it is therefore al- critical, which means that the atmosphere is casual and
ready compared as the "young Facebook”, since it relaxed, leaving room for experimentation. The audi-
was also once a youth phenomenon, while today a ence isn’t condemning anything quickly and mainly
lot of the older generation maintains profiles and wants to be entertained. Snapchat is perfect for sharing
posts thoughts, too. content immediately and allow the followers to partici-
pate in real-time.
Let’s be careful with forecasts and find out first how ad-
vertisers can present themselves there. Some case Entertain, don’t advertise
studies from the United States already show that espe-
cially with the 13- to 34-year-olds the mobile app claims All in all that’s what marketing professionals need to
to be very popular. The peculiarity is that posted videos keep in mind when testing Snapchat, as they will find
are at most ten seconds and disappear after viewing. out anyway that pure advertising is not appropriate
Thus, the appeal lies in the momentariness of the con- here. Besides, since the contents are only available for
tents. Even typical chatting is possible, videos and pho- a limited time, users can be animated to always check
tos can be overlaid with text and filters, so that Snap- new content on the platform. Last but not least, brands
chat can be considered to be an ephemeral mixture of that get in touch with the users directly, should present
Whatsapp and Youtube. themselves personally and place no advertising. Im-
portant is that they have really something to tell. Far too
Apparently, already 200 million people worldwide are many brands jump at the channel due to the hype with-
using the platform, resulting in seven billion views per out thinking.
day. Therefore, it could already be worthwhile to place
brands with matching influencers at Snapchat - like the According to digiday, Snapchat is developing an algo-
Kardashians show us again. rithm that will act as a gatekeeper between publishers
and brands and their audiences and be a curator of
Analysis instead of zest for action content like Facebook: Everybody can share content
for free, but an algorithm would penalize some people
Some brands use the platform as a playground to start
an active dialogue with their target audience by staging and boost others. But when this will happen we will
scavenger hunts or allow to paint on photos. However, see, but publishers are typically in a better position than
Snapchat provides advertisers especially with an oppor- brands when it comes to how platforms value their con-
tunity to present themselves unadorned, which means tributions.◊
no tenfold approved designs or perfectly taken photos, By Daniela La Marca
rather content should be as intuitive as the user inter-
face of the app itself – especially since the target audi-
ence wouldn’t value the effort anyway.
13 MediaBUZZ Pte Ltd - Independant ePublisher for Asia
