A quick explanation of why brands should love Snaps.
As our social media channels become overrun with stagnant ads, eager parents (and grandparents), over filtered photos of food, and articles that begin with “Top ten things,” the next generation of users have found a new way of sharing their lives: Snapchat. Brands are looking, too. Snapchat is a mobile only platform that allows real time sharing of someone’s life. No filters, no editing, no “10 reasons why_____.” Just you telling a story with your phone. Casey Neistat does an amazing job explaining the rise of Snapchat in his recent video with Jerome Jarre:
Yet as this new space is emerging, few brands are taking advantage of the 30 million monthly active users, mainly because no one has really figured out the best way how.
Right now there are three ways brands are using it:
These are posts that go out to every user, from Snapchat. They are usually pretty short and generally video. Recently there was a trailer for the Dumb and Dumber movie that went out.
This is where a company approaches a popular Snapchatter and then asks them to do a story sponsored by them. For instance Casey Neistat spent a day with Karlie Kloss for fashion week, sponsoring and advertising Vogue.com.
Point all other channels to Snapchat:
This allows companies to use their existing audience on their other social channels to follow their Snapchat. This requires them to constantly produce content to keep people involved and interested, which is time consuming and expensive.
Speaking of content, this is the second problem companies are having: quickly producing cheap, quality content. No company (that I know of) is doing that right now. But individuals are, which is exciting because there is a totally new space that is untouched by brand use.
The fact is Snapchat is here to stay. It has been quickly adopted by the next generation of social users, and the current generation is adopting it, too. Snapchat is the perfect space for a new brand to be born on, and an even better space for a current brand to own. The opportunity is ripe. You just have to reach out and take it.
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