Snapchat, one of the world’s most popular smartphone apps, is rapidly evolving into a powerful video content platform. Known for its ephemeral selfies and the innovative Discovery feed, Snapchat offers unique opportunities for video marketers. Here’s what you need to know.
WHAT IS SNAPCHAT?
Snapchat is a mobile photo-messaging app where photos and videos disappear after a set amount of time—this is called an ephemeral (fleeting) message.
In the app’s Story Mode, users can post photos or videos that remain visible for up to 24 hours. This feature allows users to share a collection of moments from their day. Story Mode also hosts live events, showcasing snapshots and videos from global happenings. For instance, spectators at a major football match in Brazil can upload snaps to a shared story that all Snapchat users worldwide can view.
Snapchat is an excellent way to stay connected with friends, family, and even customers through engaging pictures or videos.
WHO USES SNAPCHAT?
Snapchat boasts 100 million daily users, making it an appealing platform for marketers. According to Comscore, 71% of users are aged 18-34. For brands targeting millennials, Snapchat is essential. This age group uses the app to stay connected throughout the day, making it a prime location to capture their attention.
WHY USE SNAPCHAT?
If your target audience is between 18 and 34, Snapchat should be a key part of your social video marketing strategy. As the most-used app among millennials, Snapchat offers a direct and personal connection with users.
What sets Snapchat apart is its emphasis on authenticity. Snaps don’t need to be polished or professionally produced—they’re quick, easy, and fun. This casual, engaging approach resonates strongly with users. For example, Taco Bell successfully used Snapchat on Valentine’s Day to connect with its audience through lighthearted and relatable messages.
MARKETING POTENTIAL OF SNAPCHAT
Snapchat is particularly appealing to Generation Y, offering unique opportunities for brands to engage with this audience. By incorporating Snapchat into your marketing strategy, you can leverage its popularity, instant connection, and user-friendly format to build stronger relationships with your target demographic.
