WHAT MAKES SNAPCHAT SO UNIQUE FOR MARKETING YOUR BRAND?
Guest blogger Natalie Hillar discusses the unique features of Snapchat and the huge potential it offers in marketing your brand.
It’s quite different from Instagram, Pinterest and Twitter and Natalie gives a good over view here.
There will be more articles from Natalie shortly coming soon as we examine the rise of visual based marketing platforms in a series of guest blog posts.
— Keith Keller (@KeithKeller) November 30, 2016
My introduction to Snapchat was in a Town Hall morning at Pacific Magazines in Sydney in 2015.
Facebook and Instagram campaigns were already forming a significant part of our client’s advertising mix, so we were keeping a keen eye on new social media platforms and trends.
Personally, I was already a solid Facebook and LinkedIn fan, and an occasional Pinterest user.
Facebook offered me a way to connect with friends and acquaintances around the world.
LinkedIn was for grownup work related posts - often on the topic of social media, ironically.
Pinterest was like a dirty little secret of sorts.
A way to pin images of desserts with way too many calories, and a great way to share ideal home design ideas and dream travel destinations.
Snapchat Was Totally Foreign
Pacific’s Social Media Director demonstrated how a colourful rainbow could cascade out of your mouth if you used Snapchat’s face filter.
It wasn’t long before we discovered the face swap function too and strange printouts of staff with their own hair, but their cubicle buddy’s facial features appeared pinned up around the office.
That’s It - We Were Hooked.
Snapchat Is Social - In The Real World!!
I’m still guilty of introducing newbies to Snapchat on a regular basis for a good laugh, bonding over silly faces and stomach cramp inducing laughter and now, images can be stored in Snapchat’s Memories section too.
I think what is unique about Snapchat though is in its appeal to Gen Zs.
This social media platform has embraced augmented reality, interactive tools, live streamed content and a layout with minimal scrolling, tapping into the youth mindset.
There has been so much hype about Millennials, but it is Gen Zs who are the true digital natives (Born from 1996 to present).
This includes the 2 year-olds who can seemingly use an iPad instinctively, 5 year olds who are often more inclined to grab a handheld screen, than seek out a television, 8 year olds who are more comfortable with Skype than a landline telephone and teens reprimanded in class for their smartphone usage.
I remember my handwritten notes getting confiscated in the 90s!!
Snapchat face filters are great generation levellers
They amuse my 2 1/2 year old nephew just as much as my 65 year old mother.
There are also certain four, five and seven-year-olds I regularly spend time with who request ‘that face thing’. It creates hours, yes hours of enjoyment.
We are all together, we are laughing.
Snapchat is fun!!
While becoming proficient at Snapchat face filters makes me the most entertaining adult amongst a group of small children, I did need some further education about how the rest of the app works.
Bingo - I targeted a 16 year-old relative.
After a quick demo, I could now send pictures of scantly clad images to others if I chose! I might stick to the face filters.. which I now often send to that particular
After a quick demo, I could now send pictures of scantly clad images to others if I chose!
I might stick to the face filters..which I now often send to that particular 16 year old, much to his pride and embarrassment.
Next step for my Snapchat journey is finding a Millennial to help me navigate the Discover and Stories sections, as I seem to get lost in a combination of Kylie Jenner, Thanksgiving videos and ARIAs coverage. It’s like a magazine stand only so easy to get lost, and not so easy to walk away.
If that’s the point, the magazine brands on this platform have nailed it.
For this GenXer, it isn’t presented logically, and I close the app in frustration each time a tap leads to more content - more Kardashians, Full House flashbacks, basketball hoops.
It’s certainly unique, and a change from endless scrolling in the other social media networks.
I’ve experienced scroll fatigue, and heard others say they get tired of scrolling.
For now, I’m on the hunt for a millennial to give me the scoop on this part of the app, and my next victim for some more of ‘that face thing’.
While Snapchat has been very Americanised to date it is becoming increasingly popular in Australia.
Snapchat has taken note.
New figures released by Snap Inc late last week indicate 4 million of us folks Down Under are daily, active users of the social media platform.
In fact, it’s gaining on the popularity of Instagram – with 5 to 7 million users – depending on which report you read.
Snapchat’s core demographic is 18 to 24 (31%), with 25 to 34 year olds set a close second (28%).
It is the Gen Zs who will give this app their true power in my opinion, particularly as they take ownership of their own mobile devices.
Already, 23% of current users in Australia are 13-17 years of age. There are a few in the 35+ category, like myself – a mere 18% though.
The older GenZs and Millennials will be the first to appreciate this local content, but the GenZs who are just getting to the age where they can own their own smart phones, will be the first to come to expect local content and brand integration – and therefore embrace it.
Smart marketers are getting in on the action.
Spending time in Canada during the North American summer this year, I was introduced to Caramilk chocolate and Maple Leaf bacon face filters.
Then just last week - the Mrs Doubtfire filter appeared in Australia.
Perhaps we needed a break from American Thanksgiving filters.
Recently Snapchat has partnered with News.com.au to provide content such as ‘100 Operations to Look Like Barbie’ and integrated coverage of the ARIAs and Splendour in the Grass.
With the opening of an Australian office this year, we can expect many more partnerships and integrations at a national level.
The company is also working with a number of third party measurement companies to ensure accurate reporting and metrics for advertisers.
According to a recent Ad News report, Myer, McDonald’s, AAMI and Dan Murphy’s have bought into Snapchat’s ad offering in Australia, utilising sponsored geo-filters and lenses.
Lenses are said to cost brands $50k plus, but offer a 2.1x sales lift, according to Ad News and an Oracle Data Cloud study.
On my hunt for Snapchat case studies, I was drawn to Taco Bell’s amazing engagement of its Cinco de Mayo filter early this year.
According to Mary Stankiewicz’s May 2016 article on www.thinkbelle.com, more than 224 million Americans interacted with and looked at Taco Bell’s snap filter.
Each user spent an average of 24 seconds playing with the filter before saving or sending the snap to a friend.
This means users are giving 100% of their attention to the ad and then sharing the content.
It is claimed Taco Bell could have paid up to $750,000 for the filter for 24 hours.
However, this number is not confirmed – still it is in the ballpark of advertising for American sporting events like the Super Bowl.
According to Chris Boyle’s January, 2016 article on www.onespot.com, Taco Bell started its relationship with Snapchat in the US back in 2013.
One of its successes was Valentine’s ecards with phrases like ‘nacho average valentine’, that were reportedly sent in over 100,000 snaps.
Now in 2016, Snapchat delivers the highest engagement of any Taco Bell account – 90% of followers view everything they post.
Among other early Snapchat adopters were McDonalds – the first to use sponsored geo-filters, and Sour Patch Kids, embracing Snapchat’s video capabilities – by livestreaming from the red carpet of the Teen Choice Awards of which it was a sponsor.
Thanks Snapchat, you have given us such JOY and an excuse to get together and laugh at utter silliness.
Awesome connections, in real time - possible only on your app! Congratulations on your following in Australia.
We’re looking forward to the possibilities ahead.
Meet Natalie Hillar
Natalie Hillar is a Communications Professional and Connector.
She has worked in media for over 15 years and has learnt a few things and met quite a few people along the way!
Her passion is helping others build their own businesses and ultimately connections - to grow and thrive.
Through a vast network of her own connections, she can help you connect your business with new customers and generate growth.
Providing you with the connections you need to grow your business, with a curated mix of Marketing, PR, Advertising, Content, Social Media and Events.
Focused on connecting businesses with Influencers to generate revenue - leveraging PR, social media, email marketing and traditional media.
How to Use Snapchat - A 101 For Beginners!!
— Keith Keller (@KeithKeller) November 29, 2016
The Snapchatters Podcast
((Featuring Jessica Zweig))
— Keith Keller (@KeithKeller) November 29, 2016