Why are so many companies world-wide using Snapchat?

What is it?

Valued at $19 billion, with over 100 million daily users, Snapchat is the fastest growing social messaging app on the market. The use of Snapchat to reach target audiences is very different from that of other social media apps. Users are limited to posting or directly messaging 10-second photos or videos with an 80-character limit, and therefore the messages must be brief and straight to the point. Likewise, a direct message or public story (shared videos or photos) lasts only 24 hours before it disappears. This unique system is what gives marketers an advantage.

How is it a valuable marketing tool?

Snapchat has a very casual atmosphere with its drawing capabilities and fun and interactive filters. In fact a majority of users use it to show off what they are eating, where they are travelling for vacation, and what they are currently doing. It allows companies to give their brand a personality that consumers can relate to or feel a connection to. In a public relations standpoint, Snapchat is important for building trust and creating a positive image.

How are companies uniquely using this app?

The social messaging app is often used by companies to give a sneak peak of their office culture, product production, and everything in-between to portray the true company’s true intentions and mission. To build a following and increase audience engagement, companies also tease viewers with quick videos or pictures about upcoming products or services in which only fans who follow their Snapchat accounts can see. Contests are also conducted on the platforms in which users who send videos or photos of themselves using the companies’ products are rewarded in some way.

What are the numbers?

400 million snaps sent out each day 10 billion daily video views 100 million daily users Average number of photos shared on Snapchat every

second: 9,000 snaps per second

Percentage of millennial users 73% Percentage of users that purchase products online 76% Percentage of users that use it daily 54% Average time that users spend is about 30 minutes

Credit for Images and Information: Snapchat, LiftMextrix , Growing Social Media , Blonde , Forbes ,Bloomberg, Mashable , and Ramblings

How can you make your mark with Geofilters?

Snapchat includes an advertising function in which companies can allow users to use company logos as photo filters when they are within the vicinity of certain events or locations. Previously, this function was only available in public locations, usually tourist spots, and the geofilters exclusively available in those locations were and still are created freely by Snapchat users. However of course, brand logos were not yet allowed.

As seen in the picture on the right, this enthusiastic user used the public filters that were available to him wherever he travelled. Imagine the endless possibilities available for your brand! Below is the marking of the availability of a specific Snapchat geofilter on a map.

What does it cost?

Users can choose spaces anywhere from 20,000 sq. ft. (the size of an office) to a maximum of 5,000,000 sq. ft. (a few city blocks), and the custom filters can be live anywhere from 1 hour to 30 days. Filters start at $5 and prices change depending on the amount of time and space you would like your brand to be covered. Advertisers are charged $20 for every 1,000 video ad views.

EXAMPLES OF PAST EVENTS:

1) The Academy AwardsLocation: Dolby Theatre in Hollywood, CaliforniaDate: February 28Duration: 6 hoursPrice: $130.262

2) Super TuesdayLocation: The White House in Washington, DCDate: March 1Duration: 25 HoursPrice: $2,731.49

3) Justin Bieber’s First Concert of His 2016 World TourLocation: Key Arena in Seattle, WashingtonDate: March 9Duration: 5 hoursPrice: $132.34

4) Kobe Bryant’s Last Game Against LeBron JamesLocation: Staples Center in Los Angeles, CaliforniaDate: March 10Duration: 3 hoursPrice: $63.69

5) Spring BreakLocation: Palms Casino Resort in Las VegasDate: March 12-20Duration: 216Price: $2.653.97

6) St. Patrick’s Day ParadeLocation: Fifth Avenue in New York, NY, starting outside St. Patrick’s Cathedral & extending up to 80th StreetDate: March 17Duration: 6 hoursPrice: $260.65

What is the process?

Companies can design their own filters and submit it through Snapchat’s online portal. The next step would be to define the areas where the filter be covered and the time and dates it will be available. After a given business day, Snapchat will either approve or deny the filter. Although given that anti-Hillary Clinton propaganda filters have been approved in the past, Snapchat critics say that the standards for which filters are reviewed are not high. Refer to the link below for more information on geofilters on Snapchat’s website.

https://www.snapchat.com/geofilters

Credit for Images and Information: Snapchat, LiftMextrix , Growing Social Media , Blonde , Forbes ,Bloomberg, Mashable , and Ramblings

Want even more exclusive media coverage? Consider Discover!

Discover is a relatively new menu on Snapchat’s user interface which includes exclusive channels from top publishers with new content every day. Unfortunately, brands are not able to buy a spot on this menu for their own channels. However, with hundreds of millions of Snapchat users who have immediate access to Discover, just imagine the coverage your brand could receive with special media placement.

What does it take to get featured by one of these publishers?

Brands who are in interested in creating a campaign on Discover must go directly through Snapchat or contact a discover partner. However, unlike other social media campaigns, demographic targeting is not an option and therefore brands wishing to reach specific audiences must observe which channels are the best match.

In terms of payment, the publishers featured in Discover have the authority to make their own advertising deals with brands. Discover ads cost approximately 15 cents per view. If a deal is made with the media companies, they will retain 70% of the ad revenue, but if a deal is made directly with Snapchat, they will get only 50%.

Is it worth it?

Consider that these channels are THE TOP. Discovery is compiled of elite media outlets like Cosmopolitan which averages with 3 million viewers per day and iHeart Radio which obtained 340 million impression from a single 2-day festival in September last year.

What is the Snapchat Layout?

Snapchat’s Layout:

Panel 1: The Default Camera Screen

Panel 2: The Inbox Screen

Panel 3: The Settings Screen

Panel 4: The Stories Screen

Panel 5: Snapchat Discover screen

Credit for Images and Information: Snapchat, LiftMextrix , Growing Social Media , Blonde , Forbes ,Bloomberg, Mashable , and Ramblings