Why I’m All in on Snapchat and Why You Should Be Too
If you follow me on Twitter (@adiraval) you’ve seen me post about how big I am on Snapchat in 2016. While the platform has been around for a few years, I think we are at the perfect moment in time between mobile video dominating all other forms of content on the social web and a return to more personal 1-on-1 sharing amongst users (e.g. Personal sharing on Facebook is declining). Due to this convergence, Snapchat is poised to have the most attention as a social media platform for at least the next 18–24 months.
Due to this convergence, Snapchat is poised to have the most attention as a social media platform for at least the next 18–24 months.
If you are a brand (personal or business) you have a very exclusive way of reaching your audience in a tone that is informal and fun and that is not easily replicable on any other current platform. Snapchat is TV for the 21st century and the users are its channels. CNN, MTV, and WSJ are just some of the traditional media companies that have crossed over into creating micro-content for Snapchat in a way that remains authentic to their voice, but also still manages to resonate with users of the platform. The key to Snapchat is to create content that feels authentic and not over produced. Content such as “behind the scenes” perspectives within your company or daily tips/advice are great ways for B2C and B2B brands to join the platform. You can also create custom Snapchat filters for other users to share which is a quick and cost effective form of raising awareness to a highly attentive audience.
Snapchat so far is mostly an uncharted territory for advertisers (who have yet to “ruin it”) so there is very little diminishing return there compared to Twitter, LinkedIn, or Facebook. The current organic engagement on Snapchat is very high compared to the other social media channels and brands that can authentically speak to their audience can potentially see big ROI returns over the next 12 months.
Snapchat was once written off as a place for teens or the 25 and under crowd, but the largest demographic that is scaling up on it right now are 20 to 45-year-old’s and with greater exposure, the platform will continue to age up into the 50-and-over crowd much like what is happening currently on Instagram.
Snapchat was once written off as a place for teens or the 25 and under crowd, but the largest demographic that is scaling up on it right now are 20 to 45-year-old’s
If you are not using Snapchat this year, you will miss an incredible opportunity at building equity for your brand and leveraging that as the platform continues to mature. With the app at the top of the Apple app store free downloads for the last few months, it is safe to assume that Snapchat employees are fervidly working on ways to further monetize the platform. When they really start to open it up to advertising from brands, you will want to have an audience built and ready to monetize against. 8 Billion videos are viewed a day on Snapchat already and they haven’t even scratched the surface.
Add me on Snapchat @adiraval
Adi Raval is a digital marketing consultant, entrepreneur, and tech enthusiast in Baltimore, MD