B2B marketers, get ready for Snapchat! Although now it’s a platform for youngsters, soon the niche app will go mainstream and attract the older audience, just as it happened with Facebook or Twitter. In no longer than 2 years your customers will be there, but Snapchat will probably be much more crowded with marketing messages.
So maybe it’s not a bad idea to start early: learn the app and try to see its potential.
If you’re still not sure, let us list some Snap stats for you.
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Overview
- Snapchat was founded in 2011 by Evan Spiegel and Bobby Murphy under the name “Picaboo”
- It’s a massager: it serves exchanging photos and short videos that will disappear after the recipient sees them (or after 24 hours)
- Videos or photos can be augmented with filters, effect, text captions and drawings
- Snapchatters use the platform to stay in touch with friends, share photos and video and discover funny content.
- The company employs 330 people (as of August, 2015)
- It is currently valued at $19billion
- 18% of US social media users use Snapchat
- It ranks fourth among the top social media sharing site
- 65% of Snapchat daily users contribute content
- The app has over 100 million daily active users (and growing)
Demographic
- 45% of Snapchat users are between 18-24 years old
- 12% of Snapchat users are 35 to 54 years old
- 70% of Snapchat users are women
- 32% of teens (13-17 years old) use Snapchat on mobile devices
The content
- It would take you 10 years to view all the photos shared on Snapchat in the last hour.
- More than 20,000 photos are shared every second.
- Snapchat can be also used in the recruiting process
- Snapchat it amazing when it comes to consumer attention. “If you have 1,000 followers on Snapchat, 900 of them will watch your story”, says Gary Vaynerchuk.
Marketing Opportunities
- Lenses feature (face detection-based filters) enable users to enhance their photos and videos with special effects (such as barfing rainbow). It definitely broadens marketing options within the channel. Sponsored Lenses for advertisers help you turn a selfie into an ad.
- The Furious 7 campaigns on Snapchat proved that it’s a very effective ad medium: the likelihood that a Snapchatter who watched the ad saw the movie was 3 x bigger as opposed to non-Snapchatters who saw the same demo
- 93% of Snapchatters exposed to the ad liked it
- Snapchat campaigns can be targeted
- 76% of Snapchatters bought something online in the last month. Half of them are interested in coupons and utilizing money transfer through mobile apps
- Cosmopolitan used to get 3 million viewers a day on Snapchat Discover
Do you use Snapchat as a marketing channel? How it performs?
Do you think it could really shake the marketing, as we know it: would it correspond with the tools we already use (such as email marketing or Marketing Automation)? What metrics to use to measure its efficiency? Or maybe user’s engagement will decrease as soon as more brands invade the platform?
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