The last couple of years Snapchat has gained huge popularity especially with the young audience. The social media app is so popular now that even presidency candidate Donald Trump launched a filter to support his campaign. What is the power of Snapchat?
The power of Snapchat lies partly in the fact that it lowers the threshold for smartphone users to create their own content because the content disappears within 24 hours. This enables people who do want to share their life with their friends and family to do this in a fun way without being on the internet for forever. It also gives them control over who consumes their content as they can see who actually watches their Snapchat Story.
A second thing that makes Snapchat successful are of course the famous Snapchat filters. Which makes it more fun for consumers to create their content. It’s also way to monetize the app, which we see again in the U.. presidency campaign, but also movie premieres etc. ‘ ‘advertise’ through Snapchat filters. This is a whole new interesting way to advertise because when a consumer uses the filter it works in two major ways. First, in allows the advertising company to really connect with the consumers because of the highly interactive nature of the filters. Secondly, if the Snapchat user posts content with the advertised filter on their Snapchat story, all or their friends see the filter and know for example that the new Batman movie is in theatres right now. Given the social aspect of the app and it’s IM nature it is not difficult to see how this can directly lead to two extra customers.
All in all Snapchat is really innovative social media platform. This is not only fun, but I think it can potentially be a great new way of advertising, that works better than alternatives because of the social aspect and because of the interaction level.
sources:
http://money.cnn.com/2016/09/26/technology/trump-snapchat-debate-filter/
http://www.huffingtonpost.com/gary-vaynerchuk/the-snap-generation-a-gui_b_9103216.html
