Snapchat’s Potential: Revisited

In a past blog-post, I had written about Snapchat’s unexplored potential; I described how digital and content marketers, could really use the social media platform for their advertising campaigns and generate huge profits if they are seeking to target Millennials as their primary market. However, it wasn’t fully viable because there were many content restrictions on Snapchat adverts and limited support for creatives to use their platform.

Well this year, after Snapchat’s financial trouble with their IPOs and struggling to compete with Instagram stories, they finally released (on June 12th) a self-service platform for all marketers, allowing many SMB’s and big corporations to buy ads and track their campaigns.

This encourages more organic content creation, which can now be consumed by Snapchatters. It also gives businesses more control over how long their campaigns go for, what specific call-to-action strategies they want to use and it presents brands with real-time statistics of CTRs (click through rates) and views. It also boasts 50% lower CPI (cost-per-install) than other platforms which is why it has attracted many brands so far. 

This is a 9-minute video, of how to use SnapAds, if anyone is keen to try it!
source: https://www.youtube.com/watch?v=D4aTaKjsW30

Rivalry: Insta vs. Snap

As Snapchat continues to grow, the question is whether they can compete with Facebook and it’s minion – Instagram, as they both reach the same demographic of consumers.

That is a thought that has been on Snapchats mind for a while and that is why they are introducing Snapchat Certified Partners. This is an initiative that takes advertising agencies, social media consultants and content creators to undergo a two-day training program that results in all its participants become fluent in Snapchat Ad Language. It is a similar program to Facebook’s agency program Blueprint.

But what about the results? 

Snapchat had propelled Peak Labs’ “Brain Training” app to accumulate 1.7 million downloads in two months! When you think of promoting your service or product on a social media platform, it seems like Snapchat is offering to become your number one solution.

Research from Snapchat themselves has suggested how many of their consumers are often persuaded by their peers. But commissioned research from Sparkler found that 60% of Snaps occur between close friends, who are 3 times more influential than celebrities when it comes to making purchase decisions. While 95% of us are more likely to trust a brand recommendation from our friends.

So my question to you, first as a consumer: Have you ever bought a product, downloaded an app, or shared a recommendation to a friend through Snapchat?

And secondly, as a digital marketer: What is your perspective on Snapchat’s new revamped advertising tech? Is it worthy of your time and money?

 

 

Interactive Advertisements: TV and Streaming

Do you remember that scene from Charlie and the Chocolate Factory, starring the handsome Johnny Depp as Willy Wonka? Now, do you also remember the scene with his teleportation-television invention?

Maybe this will jog your memory…. (unless you have never watched this movie, then you HAVE to watch it now)

source: https://www.youtube.com/watch?v=RcyyDYucIXk

You could say Willy Wonka predicted the future.

HBO has released a television series that allows the audience to look into the mind of the characters and view the storylines from their perspective. The show and app, both respectively titled, MOSAIC combines the use of personal devices and old-school television to deliver a more meaningful experience to their customers. The app will be released and free to download this November, letting audiences in America create their own journeys in a fixed-storyline and in some cases, create different conclusions of the same narrative.

source: https://www.youtube.com/watch?v=Km_u51OE3VA

However, HBO is not the first to introduce interactive television programs. Entertainment Company Netflix was on this bandwagon since three years ago. Netflix has launched their interactive programs in June this year in America with children’s shows such as “Puss in the Book” and “Buddy Thunderstruck”; experimenting the attractiveness of the innovation on children first.

Kids think everything is interactive! – Carla Fischer

But how is this the…FUTURE?

Interactivity and convenience are two emerging trends in today’s learning economy and as digital marketers, we need to be ready for the future that innovations such as this bring. As mentioned in the Verge article, kids are growing up and expecting to have interactive experiences within their environment.

With this new technology available and the slow death of advertisements on television, perhaps we need to look to interactive ads in the future? Perhaps we could be headed into a future where we can buy the clothes we see on an ad (e.g. Boohoo) and buy right there and then. One swipe away from retail heaven.

My question is, how would we incorporate advertisements, campaigns and other promotions in a digital environment when most entertainment platforms allow you to skip ads or show none at all? Can we possibly create interactive content where consumers would take the time to watch/interact with it?

Let me know in the comments below!