Snapchat: Revolutionizing Marketing With Ephemeral Content
Snapchat, launched in 2011 by Evan Spiegel, Bobby Murphy, and Reggie Brown, is a modern multimedia messaging app. It is known for its unique feature of disappearing messages. This feature has captivated millions of users, primarily young adults and teenagers. Snapchat allows users to share photos, videos, and messages that vanish after a set period. This ephemerally sets Snapchat apart from other social media platforms. Snapchat creates a sense of urgency and exclusivity that brands can leverage in their marketing strategies.
Use Of Snapchat In Marketing
Snapchat’s distinct format offers innovative ways for brands to engage with their audience. Snapchat’s interactive features, like lenses and filters, drive high levels of user engagement. Users spend significant time creating and sharing content. They foster active participation rather than passive consumption. Here’s how:
1. Snap Ads
Snap Ads are full-screen, vertical video ads that appear between user-generated content. These ads are 10 seconds long and can be skipped by users. However, they can include interactive elements like app install buttons and video extensions. They make them versatile for various marketing objectives.
2. Sponsored Geofilters
Geofilters are location-based overlays that users can apply to their snaps. Brands create custom filters for specific locations or events. And they encourage user interaction and organic sharing. This feature is especially popular for events, product launches, and brand activations.
3. Sponsored Lenses
Lenses are interactive animations that users can apply to their photos and videos. Sponsored lenses often include branded elements and can go viral due to their fun and engaging nature. These lenses can significantly boost brand visibility and user engagement.
4. Story Ads
Located in the Discover section, Story allows brands to create a series of snaps that users can view sequentially. These ads blend seamlessly with user content, making them less intrusive and more engaging. Story Ads are ideal for storytelling and deepening brand narratives.
5. Snapchat Discover
The Discover section features content from publishers, celebrities, and brands. Companies can publish daily or weekly content, offering news, entertainment, or exclusive behind-the-scenes looks. This content keeps users returning for regular updates, fostering brand loyalty. For example, Snapchat Discover can be a good option for a live betting platform.
6. Influencer Collaborations
Partnering with influencers on Snapchat can amplify a brand’s reach. Influencers can create content using the brand’s products. They can also participate in takeovers, or share exclusive promotions. Their established follower base provides immediate access to a larger, engaged audience.
Use Cases and Examples of Companies Using Snapchat
Many companies have successfully integrated Snapchat into their marketing strategies, utilizing its features to achieve diverse objectives. By leveraging Snap Ads, Sponsored Geofilters, Lenses, Story Ads, and influencer collaborations, companies can reach a young, active audience dynamically. The success stories of Taco Bell, Gatorade, Nike, Burberry, and Warner Bros. underscore Snapchat’s potential to amplify brand presence and drive engagement. As Snapchat continues to evolve, it remains a vital tool for marketers seeking to connect with their audience in fresh, impactful ways.
1. Taco Bell
Taco Bell leverages Snapchat’s fun and interactive features to engage with its young audience. In 2016, the brand created a sponsored lens for Cinco de Mayo, transforming users’ faces into a giant taco shell. This lens became one of the most popular in Snapchat’s history, garnering over 224 million views in one day. Taco Bell’s creative use of lenses and filters keeps its brand relevant and top-of-mind for its audience. The platform’s focus on ephemeral content encourages more genuine and spontaneous sharing. Users are less concerned about curating a perfect image, which can lead to more authentic interactions.
2. Gatorade
Gatorade utilized Snapchat during the Super Bowl 50 with a sponsored lens. It was mimicking the Gatorade dunk, a popular sports tradition. This lens was viewed over 165 million times and played a significant role in boosting Gatorade’s brand engagement during the event. The campaign demonstrated the power of Snapchat in amplifying brand presence during major events.
3. Nike
Nike uses Snapchat to launch products and create buzz around new releases. During the 2018 NBA All-Star Game, Nike dropped an exclusive Air Jordan III Tinker shoe on Snapchat, available only through the app. The limited-time offer created a sense of urgency, driving high engagement and sales. Nike’s strategic use of Snapchat for exclusive releases highlights the platform’s ability to drive immediate action.
4. Burberry
Burberry embraces Snapchat to offer behind-the-scenes content and exclusive previews. The brand provided a sneak peek of its spring/summer 2016 collection via Snapchat before its runway debut. This approach generated excitement and anticipation, making fans feel like insiders. Burberry’s use of Snapchat for exclusive content demonstrates how luxury brands can create personalized experiences.
5. Warner Bros.
Warner Bros. promotes movies using Snapchat’s various ad formats. For the release of “It,” the horror movie, Warner Bros. created a sponsored lens that transformed users into Pennywise, the film’s terrifying clown. The lens went viral, with millions of users engaging and sharing their scary transformations. This campaign effectively heightened awareness and drove box office success.
Wrapping Up
Snapchat’s unique, ephemeral nature provides a fertile ground for innovative marketing strategies. Snapchat is particularly popular among younger demographics. Its playful features and ephemeral nature resonate well with teenagers and young adults. Unique features of Snapchat make it an effective platform for reaching this audience. Brands across industries harness its features to create engaging, interactive, and memorable campaigns. Snapchat’s distinctive features and innovative approach have made it a standout in the social media world.