The Wonderful World of Snapchat

One unique social media platform has recently taken off as a popular marketing option, attracting major corporations such as Victoria Secret, Gatorade, Taco Bell, Pepsi, Coca-Cola, Amazon, and dozens more. In the new world of digital marketing, companies are struggling to find new ways to capture the attention of the millennial generation. With over 100 million users and 37% being ages 18-24, Snapchat is the perfect option for those who are trying to reach a younger audience.

Snapchat specializes in 3V Advertising: Vertical, Visual, Views. This platform is designed for mobile and only provides full screen advertisements, capturing the full attention of every viewer. Snapchat has the ability to target specific audiences, allowing company’s to choose gender, age, location, and if it is placed in the feed of a specific event.

Media Advertising in discover

Discover includes channels from 23 top publishers such as CNN, National Geographic, iHeart Radio, and Cosmopolitan. You can think of this section as a virtual video magazine, where you’re able to explore some of your favorite brands and view their content for free. Media company’s have definitely maximized on this great marketing opportunity to reach the attention of readers they were once unable to. CNN’s Digital General Manager explains why Snapchat is a must have aspect of their marketing department:

“They have a massive audience that’s passionate and engaged, but it’s not one that CNN is reaching on a day-to-day basis.” 

–Andrew Morse, CNN Digital General Manager

This past January CNN offered exclusive Snapchat interviews with Hilary Clinton, Bernie Sanders, and Martin O’Malley on Snapchat Discover: Screen Shot 2016-05-12 at 7.11.36 PM

Event Advertising in live

Live consists of events that are occurring across the world on a live Snapchat feed. These events involve music festivals (Stagecoach and Coachella), sporting events (Superbowl and World Cup), and celebratory events (Emmy’s or movie premieres). This live event update is a great way for marketers to reach their target audience, by placing their ads on a specific event feed. Company’s such as Pepsi, Amazon, and Marriott purchased advertisement placement on the Superbowl’s live Snapchat feed, which cost up to $750,000.

Screen Shot 2016-05-12 at 8.09.30 PM Screen Shot 2016-05-12 at 8.09.09 PMIMG_0016-337x600

Logo/Filter Advertising in Snapchat feed

Screen Shot 2016-05-12 at 6.56.32 PMMy personal favorite Snapchat advertising option is through filters. Filters are creative visuals that can be added onto every users Snapchat. They include Geo-filters, which are only available when you’re in a specific location, or generic filters that change the appearance of a users snapchat.

Many of us may view this giant taco face as slightly horrifying, but Taco Bell’s Cinco De Mayo sponsored lens campaign was the biggest marketing success Snapchat has ever seen. Even though this filter was only offered for 24 hours, it received 224 million views and generated over 12.5 years worth of play time from Snapchat users. Not only did this campaign advertise Taco Bell’s iconic taco, but it also included their classic bell and Live Mas’ slogan.

Key Tip:

Screen Shot 2016-05-12 at 7.41.32 PMDid you know that Snapchat’s Geo-filters are FREE and easy to make? If your company has an upcoming event, be sure to submit a filter for your guests to use and gain free event exposure.

The following is a Geo-filter from a Hot Air Balloon Festival in New Mexico.

 

 

 

Be sure to stay tuned for your next daily dose of marketing!
Hayley

Want to learn more about Snapchat as a marketing platform, and Taco Bell’s outstanding Cinco De Mayo Snapchat Campaign? View the following links: Taco Bell’s Campaign and Advertising on Snapchat

Leave a Reply

Your email address will not be published. Required fields are marked *