The Disappearing Act of Snapchat | Social Buzz Pros
As a platform, Snapchat has the attention of 15-25 year olds. Originally, the App allows users to send video and photo updates to their friends that only last 1-10 seconds long. Now, Snapchat has added some new features that allow companies and individuals to leverage the platform for their own brands.
The Snapchat Attention Span
In today’s society, consumers seek out information about products and services when they want to. No longer are the days of push and traditional marketing. Companies have begun leveraging many social media platforms to try to connect with their audience, but at the rate that consumers scroll through sites, it is not likely that they are paying attention to advertisements. Additionally, with the increase in technology, particularly mobile technology, consumers tune out to commercials and scroll through their devices until their program returns.
Marketers now only hope to grasp for 50% of the users attention at a time. And with users never looking back, it is only natural to use Snapchat as an outlet.
If you’re unfamiliar with the App, Snapchat photos and videos can only last for up to 10 seconds. Unless the users screenshots the image, it disappears (supposedly) forever. Users absorb the content for those few seconds and then it is gone.
Is Marketing a Possibility?
No, not really. Snapchat is one of the most private sites, comparatively, and that is due to the anonymity and short lifetime of each “Snap.” So, it is not likely that you will see paid ads for Capital One or Travelocity on Snapchat anytime soon.
What you will see is famous people leveraging their own personal brands on Snapchat and even some artists and musicians leaking snippets of their newest song or mix.
However, it is possible for large companies like Disney, Taco Bell, and the MLS to use Snapchat “artists” to create branded snapchat creations.
Stories, Drawings, Discover & Best Friends
Some of the newer features of the App, since it’s launch anyway, were the addition of stories, drawings and discover. Instead of having to mass-Snap your friends, you can send it to “My Story” so all your friends can see your photo and video. Again, many celebs use this to update their friends on there where-abouts during the day. With “My Story” it lasts for 24 hours and then disappears. However, this is one of the only ways you can collect “metrics” on Snapchat. You can see who viewed your Story and whether or not they screenshot your image/video. Though there are not a lot of high quality metrics, it is a look into some user activity.
Drawings are more of a creative outlet for artists and people who have way too much free time on their hands.
Discover was the most recent addition to Snapchat. It offers a fleeting collection of headline eye candy from CNN to Cosmopolitan. We’re not sure what the point of Discover is, but we know that Snapchat engagement has increased 3-4x since Discover has launched.
Finally, Best Friends. This aspect of the App makes me LOL. Users used to be able to snoop on their friends best friends aka the ex or current bae, but no more. Users took to Twitter to begin complaining.
Snapchat CEO cleared the air though, that the Best Friends will be returning, they were just trying to figure out how to keep higher-profile user’s information private. So, feel free to Snap who you want for now, but be prepared for the next update, you never know when your BFFs are going to return. There could be a lot of breakups when that day comes.
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