Is Snapchat the Future of Social Media Marketing?
Joshua Davidson wrote this article
You are reading a guest blog post by Avinash Nair.
It took SMMs (social media marketers) so long to finally hit the nail on the head for YouTube, Pinterest, Instagram, Twitter, and Facebook, but just when we thought we had gotten through the Fantastic Five with our awesome content, branding and marketing gurus came up with the idea of marketing on Snapchat.
Snapchat comes with a lot of cool features, in fact, if one could think of a cheesy business slogan for it – it would be – an app for the Generation Z. It works like an enchanted castle which magically closes its door to unwanted people. If you are above a certain age, you might feel like an unwanted person standing outside that castle. Nevertheless, it has a lot of brands in a tizzy.
Want to know why? DJ Khaled.
No, trust me, I haven’t lost it.
The success of DJ Khaled and other minor celebrities on Snapchat spurred brands to foray into this enchanted mystery of a so-far locked castle. Snapchat introduced a lot of brand-friendly features like stories, snap codes, etc. which opened the doors completely; and now that brands have found out what Snapchat can do for their business, there is no stopping the rising star of social media.
Here are some of the other reasons why Snapchat is said to be the future of social media:
1) It brings respite from content shock
One of the biggest problems of our generation has been the overwhelming amount of content, also known as content shock, messing with our brains.
Snapchat’s Discover brings respite from this phenomenon. It allows you to discover brands only when you want to without showing up in your feed intermittently like it does on Facebook and Twitter.
Snapchat stories provide a distraction-free way for brands to connect with their audience. From Taco Bell to the Philadelphia Zoo, a lot of brands are making headway on Snapchat.
2) It has disrupted branding and advertising
This is one of the biggest reasons why Snapchat seems to be the future of social media. Brands that are looking to share useless information and content have no chance of succeeding on Snapchat, you need to think disruptive and different to be accepted by today’s discerning audience.
When Snapchat and PepsiCo (for Gatorade) sat down to discuss how it could advertise on the platform, the former came up with an idea of a video filter that allowed users to send clips that looked like someone was emptying a bucket of Gatorade on their head.
If you are wondering how can a filter possibly be so successful, consider this – the videos were watched more than 160 million times and the Gatorade’s new media marketing head said, “It was a fantastic collaboration and we expect to work more with Snapchat in the coming year.”
3) It doesn’t have global or noble ambitions
Snapchat is here for only two reasons – to make a great social app for younger crowds and make money in the process. It has no noble ambitions like ending world poverty through the free internet or make the world better through stimulating and enriching content. It’s a bit harsh but that’s the reality.
Snapchat is focused on disrupting social media, driving conversations, making trends, tapping into Snapchatters’ mindset and leveraging that knowledge to create branding strategies for popular brands. This might turn out to be one huge reason why Snapchat might sidestep other social media platforms and win the race.
If you have a millennial-friendly product to sell, then the only hope for you is to get on this fastest developing social media platform.
4) It is already sidestepping the social media giant
Snapchat users watch around 8 billion videos every day. Facebook has almost the same number of video views but what’s worrying is that Facebook has 10 times more users, so the overall conversion ratio is quite less. It is also neck-to-neck with Facebook for photo sharing
5) It boosts creativity
A study found that over a one-third of college students use Snapchat because they can engage creatively with it. I know, you didn’t see it coming. So the new generation likes to engage creatively rather than watch cat videos on YouTube. They have become increasingly DIY-oriented and creatively-inclined.
From 3D doodling to making websites at home, they know how to get things done without waiting for expert help. This has resulted in many platforms like Canva, Spaces, and Piktochart that allows you to do everything from designing graphics, making websites through to making infographics with professional level perfection.
However, social media giants like Facebook and Twitter had failed to notice this trend and kudos to Spiegel for finding that out about this generation and filling the gap.
6) It is the closest you can get to real-life communication
Facebook and Twitter have made it very difficult to communicate in real life because it is easier to ‘like’ than to appreciate someone using a string of words.
Snapchat has changed this completely. It allows you to send photos with messages (up to 35 characters) and emojis, so you feel like you had a real face-to-face conversation.
So all in all, while intellectuals and pessimists continue worrying about the end of face to face communication and social behavior, Snapchat’s idea to boost engagement and conversations might just be the reason why it becomes (or is it already) the future of social media!
About the writer of this guest blog post: Avinash Nair is a Digital Marketer at E2M, one of India’s fastest growing Digital Marketing Agency committed to meeting the highest ethical standards of digital marketing strategies and drive sustainable business growth. He is responsible for SEO and Content Marketing Services. You can find him on Twitter: @AviNair52
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