Marketing is a core driver for any business to run and function. Underlying these marketing
strategies skillfully to reach people effectively is an art which most of the decision makers
tries to unravel. In April, of this year, Facebook launched its unique idea for marketing
advertisementby making their videos auto play, so end-user have no option to watch them. This
was not well receivedfrom the Facebook’s users, and most of them developed annoyance and
frustrations with Facebook because of this move. So, marketing landscape should be laid out by
keep end-user’s perspective and his mind frame.
Snapchat’s First Move into Marketing
Ouija, a Universal Studios movie, raised a lot of eye brows as they launched the movie’s
promo as an ad on Snapchat application. This was an innovative move from their perspective as
Snapchat has more than 10 million active users to promote their movie. Thissnapchat video
trailer of 19-second was a success according to Universal studio executives and they are pleased
with this marketing integration. Snapchat as a platform has given a lot of exposure to their movie
according to their heads. No one actually released the numbers how many users actually chosen
to watch that Snapchat video in time-frame of 24 hours after its launch.
While other popular social media platforms like Facebook, Twitter, Pinterest are still
experimenting with their ads and guessing the mind-set of the end-user. In this genre Snapchat
is different player because most of its subscribers are teen under age of 25 and 70% of its users
are female. So the audience is different here with respect to other social media sites which have
users from all ages.
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The disadvantages of pushed content
In Snapchat’s perspective there is dominance of teenagers which totally have different mind-set
and they might get pissed or frustrated if any marketing campaign push content at them. As in
this age the level of tolerance and acceptance is very low so this means of advertisement might
turn them off. They’re using this application for their own personal enjoyment and to spend
leisure time. So if you push mandatory content to them their usage might get deviated and most
of them will probably ignore that. People always prefer choice as an independent identity, you
can’t force them to watch or do things without their consent or approval.
Hampering their personal experience can result in drop-out user from the subscriber’s list or
even result to migration. This should be well thought of from the Snapchat’s perspective before
launching any ad campaign. You can offer any content to the end-user but you should always
give him freedom to opt-out from the same so that it doesn’t looks like a forced move on him.
Snapchat surely need to make money to run their business effectively,but consequences and
effectives should be well thought of.
According to Universal Studio the film ‘Ouija’ received tremendous weekend opening receiving
the top spot and made more than $20 million, with 75% of crowd under age of 25 and 61% of
them are females. All these are falling in place for Snapchat, everything worked well according
to the stats but the future campaigns should be well thought of considering the teen-ager’s state
of mind and their attitude.