DIGITAL MARKETING
Snapchat: Do You Have To Start Taking It Seriously?
Some brands are having a growing amount of success with Snapchat. Pollyanna Ward, digital and social media manager at Mondelez International, explains how.
Snapchat is the hottest social media platform right now. It’s taken advertisers from Twitter, got Facebook trialling disappearing messages, and 10 billion videos are watched every day on the platform. Snapchat is the fastest growing
social platform, beating Instagram to the title at the end of 2015. 100 million people log on every day, of which 10 million are in the UK. It’s totally mobile with a dynamic and interactive user interface that has people checking back frequently to stay up to date with their friends and publishers. Some of the biggest publishers on the platform, including Buzzfeed and Mashable, report six to seven minute engagement per click. All of this combined makes Snapchat the platform right now for growing your brand. Now I could just stop here, and let
you make a decision as to whether your brand belongs on the platform or not, but let’s go in a bit further first. Facebook is the platform that has the lion’s share of the population, but that won’t last forever. The problem with Facebook is that it’s not a platform for the younger generation, and user acquisition with this audience will slow.
While people may have an
account, the way that they interact with Facebook is totally different to Snapchat. It’s a mobile experience so personal and at times exposed, that its now been found that Generation X don’t care as much about having their photos taken because they’re used to sending selfies 24 hours a day.
Snapchat have figured out how to keep you coming back too, the 24 hour time limit means that there is new content every day, and the whole thing is done in real-time. The recent news that Snapchat has opened up its API shows how serious the advertising game has gotten with the platform. Snap Ads are available to brands and include: lenses, filters, and 3V ads. The 3V ads in particular have revolutionised the way we think about the shape of the mobile phone and video. Brands now need to think about optimising their video content to work vertically, plus Snapchat is also beating the drum for continuing to make videos with the sound on! The biggest shock to many is learning that people don’t actually mind ads. What they do mind is when you ruin their experience. Snapchat lenses, add value to user's daily story. Look at Taco Bell’s Cinco de Mayo lens, 224 million views on a lens that turned users’ faces into tacos. On top of that, the lens was played with by users for 24 seconds, which surpasses the 10 second length of normal Snapchat videos, and goes way beyond the 3 second rule for Facebook, and the recent six second rule for YouTube. Ultimately, Snapchat is the platform that gets users interacting with your brand and places you in the palm of your next customer’s hand.
Publishers entice you in with their juiciest titles and big pictures, and the messaging
Polyanna Ward
digital and social media manager, Mondelez International
service has taken the ephemeral pictures to the next level of disappearing messages that you can fill with emojis, stickers and pictures. Within all of this, the 3V ads lie.
These 10 second video ads sit within the Stories and users can watch and swipe up to reveal more content. According to Snapchat, ‘The swipe-up rate for Snap Ads is 5x higher than the average click-through rate on comparable platforms.’ Just some of the brands that have found success with the Snap Ads include Spotify, which saw an 8pt increase in brand favourability; Vans had a 34pt increase in purchase intent, and Bare Minerals found that search traffic for their products doubled. You can see that Snapchat gives brands the opportunity to have more relevance; particularly with one of the hardest to reach audiences, 16-24s. They’re the highly coveted
audience that enjoying pop culture through Snapchat instead of through traditional media. Snapchat is doing things with its
The biggest
shock to many is learning that people don’t actually mind ads."
platform that just don’t follow the norm, making it that’s made it the most relevant and authentic platform for users out there. The potential for growth through the Snap Ads is great, and I haven’t even touched upon using influencers or getting your brand onto a Publisher channel. All of this is, of course, very
positive for Snapchat. Serious marketers will see the value that Snapchat can add to their brand, and the examples I’ve touched upon are a small number of a growing amount of success stories for brands. I hope you’re as excited as I am to see what Snapchat will do next.
mondelezinternational. com
49 issue 28 summer 2016
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
