In the world of social media, Facebook is still king. However, the jockeying for position beneath Mark Zuckerberg’s behemoth is in serious flux. The biggest agent of change these days is Snapchat, the app that thrives on viral content and informal communication. It’s enjoyed exponential growth in recent years; so much so, it’s surpassed the once mighty Twitter in user numbers. But do these slick metrics mean they’re worth consideration for the online or direct marketing agency?
Snapchat has a lot of things going for it. Specifically, they got things that appeal directly to millennials. That’s probably why it’s the most popular social platform for ages 18-24. As mentioned earlier, Snapchat’s bread and butter are daily videos, which put forth viral, informal content that engages the millennial set with ease. While other apps have tried to catch up (see: Facebook live), Snapchat currently has the competitors covered in their dust.
From a direct marketing standpoint, this engagement makes the app prime real estate for ad space. Unlike other social apps, Snapchat offers giofilters, branded filters, and ads in full screen. These elements mean that, if used right, your ads can get unmatched attention from the millennial market.
What’s more, it can engage them at a pretty basic level. What may look like an important form of ad-based outreach to you, it may just look like something cool for the end user.
Putting your ads in front of the Snapchat millennial brigade is a three-step process:
Add these up, and it becomes pretty clear that Snapchat can be a great vehicle for direct marketing agencies to go after the millennial market.
Before you consider using Snapchat to drive ads, you should be aware of a few key metrics tied to the app. To wit:
When you do put together targeted ads for Snapchat, you’ll want to make sure the ads are designed to reach Millennials at their level. So don’t be afraid to use Snapchat as a means to put forth contests, offer “sneak peaks” of a product, or even offer coupons. It may seem a bit silly – that is, until it works.