It seems like almost every few months, companies find a way to turn social media platforms into the latest marketing tool. In my last post I discussed the necessity of Instagram in business; todays post will focus on Snapchat. Since its launch in 2011, Snapchat has garnered over 30 million users, and has evolved from simply a photo-sharing app, to a savvy new marketing device. Companies such as McDonalds and Taco Bell have successfully developed Snapchat advertising strategies to reach their consumers so if you’re curious on how Snapchat could help your business, check out these pros and cons below!
PRO: Warrants the attention of consumers
The single-view nature of Snapchat pictures and videos elicits the attention of users without having to ask for it. Users of the application know that once a picture or video is opened, it won’t be able to be viewed again. This almost subconsciously conditions users to pay close attention to the Snapchat when they receive it.
CON: One and done
Conversely, the single-view nature of Snapchats means that vital information can be missed and unable to be recovered. Perhaps the Snapchat contains important audio pertaining to the advertisement, if the user’s phone is on silent, that entire message will be unheard, and unable to be retrieved. Currently, the app has no way of indicating if a Snapchat will contain audio prior to viewing, but it could be an interesting thing to explore.
Take Taco Bell for example. Within the past week, the fast-food titan used Snapchat once again to announce their new Spicy Chicken Cool Ranch Locos Taco. Now, if you’re a “snapchatter” who does not fancy TBell, do not fret, little Chihuahuas and dancing burritos are not coming to take over your Snapchat. Only users who add “tacobell” as a friend on the app will receive their promotional snaps. This allows Taco Bell to not only reach their target audience, but it also keeps the 1% of the population who does not enjoy Taco Bell, spam-free.
PRO or CON?:
Now I’m a little unsure as to classify this last point as a pro, or as a con, so perhaps it can serve as your deal breaker! As far as demographics go, Snapchat caters mostly to millennials. This means, if your target audience falls outside of the 18-33-age range, Snapchat probably is not the next greatest marketing tool for your company. However, if millennials are your target audience why not give the application a go? With the way smartphone dependency has grown over the past few years, ignoring smartphone applications as marketing tools would be like shooting yourself in the foot. From a millennial, to those targeting millennials: staying trendy, means staying relevant- don’t be the one to miss out.