She's savvy. She's articulate. And best of all, she's our intern! We're delighted to announce that University of Western Ontario Media & Information Technoculture student Katherine Lampard will be joining us for the summer of 2016. Katherine kicks off her internship with an awesome post about why brands need to be using Snapchat, and we couldn't agree more. Here's what she has to say:
2016: The Year of Snapchat.
By Katherine Lampard
Since Snapchat’s launch in September 2011, the social media platform has revolutionized the way users view, and accept advertising. With over 100 million daily active users, Snapchat is continuing to become a leading force in the advertising world.
According to Evan Spiegel, the co-founder of Snapchat, “our community watches more videos through Snapchat than on any other platform.” After looking at the statistics Snapchat has publicly posted on their website, this statement is utterly feasible with “more than 60 percent of U.S. 13 to 34 year-old smartphone users being daily Snapchatters.”
Since Snapchat is the most effective way to reach this target market it seems silly that marketers haven’t cracked into this platform in the same way they have with Facebook, Twitter, and most recently Instagram. Make no mistake though, Snapchat is up and coming in the marketing world. With features such as Discovery Channel, Live Stories, and 3V advertising, companies such as Dove, Victoria’s Secret, and McDonalds have already started to capitalize on Snapchat’s features, as well as their users worldwide.
Recent studies have been conducted which show that Snapchat is not just a viable platform for advertising, but a highly profitable one due to its popularity and unique technology. The statistics support the idea that any profit seeking organization should be using Snapchat for marketing and advertising purposes.
According to an Online Marketing Survey conducted by RBC Capital Markets and Advertising Age, Snapchat is the third ranking platform where U.S. marketers would be interested in allocating advertising budgets, and according to comScor, Snapchat penetration has risen dramatically among smartphone users in the U.S.
A majority of 18-to-24-year-olds now use the app – though its reach is still a tiny 8 percent among those over age 35 (eMarketer 2015). In Cowen and Company’s Ad Buyer Survey IV: Digital Looks Strong Into 2016 study, it was found that 22 percent of U.S. Senior Ad Buyers plan to begin advertising on Snapchat in 2016; “this is because Snapchat is the most effective way to reach consumers, especially millennials – the current and most profitable target market (eMarketer 2016). This data undeniably supports Snapchat’s breakthrough into the marketing world.
Snapchat is also the future of video advertising. The 3V technology the platform boasts about exhibits a vertical video viewing experience, meaning that Snapchat utilizes 100% of screen space on all smartphones. This viewing experience is much more influential compared to watching a promotional video horizontally on other platforms; where the viewer not only has to tip their device, but watch it on only 25 percent of their screen.
Due to the packaging of Snapchat, and the way they display their ads, users often don’t realize they are viewing an ad that may be playing in Discovery Channel or Live Stories.
When advertising is disguised as entertainment, as it is on Snapchat, viewers are more receptive, actively participating in the brand.
Snapchat’s Discovery Channel takes the form of a modern magazine or newspaper for the millennial generation. Here, users can read and stay up to date on all things current, and companies can efficiently advertise, promoting relevant products to the correct target market. Live Stories are created through location settings that Snapchat has access to through a users’ smartphone. If a user is “snapping” from a Live Story event they have the option to add their live updates to Snapchat’s Live Story page, a unique element Snapchat has, which enables every user in the world to see what is happening in other places.
Snapchat is a great platform organizations should be taking advantage of for advertising purposes. Due to the huge audience and advanced technology, Snapchat is the place to market to a millennial audience due to the huge user-base and advanced technology.
As a business-to-consumer marketing tool, Snapchat is not only a place where user created content is utilized, but it is also an online community that connects the world with ease.
Snapchat is a large part of not only the digital world, but of everyday social reality as well. Organizations have a chance to crack into this personalized world Snapchat has created, making it the best way to advertise, as it is direct, covert, and extremely personal.
With inspiration from Katherine we've become even more familiar with Snapchat at InTune, digging deeper into how and why this unique Social Media app is taking over the millennial market segment. The app's highly interactive face filters might have something to do with its overall appeal (I couldn't put it down). Follow us on Snapchat by our username @AreYouInTune or by scanning the snapcode (the digital image of the ghost) with your smartphone.
Yours in digital,