Welcome back readers! If you celebrated Independence Day I hope you had an enjoyable holiday and if not I hope you had a great weekend! Yesterday, I read an article about the phone app, Snapchat, offering companies a way to advertise with them. In case you aren’t aware what Snapchat is, I’ll briefly explain it.
Snapchat is a free app you can download to your iphone or android; this app allows you to share pictures or videos with your friends. What makes this app unique is the person can only view the photo/video one time; then it disappears and cannot be viewed again. If you want to learn more in depth about some of Snapchat’s features check out this article!
When Snapchat first became available in 2011 it instantly became popular, especially with young adults between 13-24 years old. Eventually companies and advertisers saw this as their chance to reach a younger audience in a new way. Once Snapchat realized their chance to grow as a business, they created three advertising options for companies:
1. Live Feeds
10 second live videos to appear in the users’ new feed.
Example: Disney can show a 10 second movie trailer for a new movie being released that day.
2. Discover Network
Content produced by 11 different media outlets.
Example: An article written by a magazine can be published for the user to read at any time.
Stickers or icons that a person can add to their Snapchat photos/videos. Companies have the option to offer filters in specific locations.
Example: If you are inside a Starbucks coffee shop, you may have the option of using Starbucks stickers in your pictures/videos to send to friends.
Overall, I think Snapchat is providing companies with some good options for advertising; however I’m still skeptical if it will benefit the businesses. As a frequent Snapchat user, I barley watch the live videos and only occasional view the Discover channel. However, I do enjoy using the filters, but just because a friend sent me a photo with a McDonald’s icon doesn’t persuade me to go visit the restaurant.
Also, there is no statistical way to determine the success of Snapchat advertising. The only information a company will receive is how many views a photo/video earns. They do not learn how many people took action because of the content, unless the company researches it more on their side of the business (through surveys or questioners).
To read more in depth about Snapchat’s advertising and how the company’s CEO feels about this new change, check out this International Business Times article.
Overall, I am interested to see how successful and popular Snapchat’s advertising will be for their users and I will keep you updated on any news about this topic! How do you feel about viewing advertisements? Is their one option you enjoy or dislike more? Do you think it will be successful? Feel free to comment below!