Snapchat – inarguably the fastest growing Internet Company in recent times has surprised the
tech-world in a big way when Snapchat CEO Evan Spiegel declared in July 2014 that from now
onwards, Snapchat is going to take every step to become an independent business conglomerate
and in order to achieve that- it’s planning to raise money by inviting advertisers. Many were
skeptical about – how the heck on earth Snapchat could be so confident as everything associated
with it is-‘ephemeral’.
Disappearing act- the apparently ‘weak’ point of Snapchat became its USP
Snapchat launched into market in 2011 and though it didn’t create much hoopla with its
disappearing photo-messaging app; slowly it picked up by the teenagers aged between 13-17
years mostly. Now three years down the line, the phenomenon of Snapchat even caught up with
the brands like Taco Bell, GE, McDonald’s to name a few. And it turned out that the ‘very’
temporality of Snapchat photos proved to be its strongest USP.
How Snapchat turns out to be the golden goose for the advertisers?
Despite the doubt and skepticism of naysayers, there are many strong points that go into the
favor of Snapchat as the ‘hot bed’ for marketers.
• The target audience
The target audience of Snapchat is the ‘most coveted one’ among all the other social
networking sites, as it captures the future consumers who right now fall under 25. To
grow more close to the youth market, so many reputed brands have chosen Snapchat for
their vehicle of advertisements rightfully.
• The ‘intimate’ experience
In other social networking sites like Facebook and Twitter, the ads never disappear.
They always come in the main page and whether you like it or not, they will remain
there. And as per logic, what stays in front of your eyes, gradually loses its sheen. On
the other hand, the ads of Snapchat will also disappear, so they have the high potential to
catch the attention of the user even for few seconds.
• Snapchat Discovery
Snapchat Discovery boasts of some great names like CNN, TIME, NatGeo, and Buzzfeed
for its content. Any company may feel privileged to place its ads in Snapchat Discovery
and rubbing shoulders with so many biggies.
What Snapchat should do right to get more ads?
Though everything seems ‘rosy’ right now, Snapchat has few glitches still. The ads need to jostle
for a short space and also a reputed brand appears next to an obscure one -which may see jarring
to the viewer. The ads in Facebook and Twitter intertwine with the main page so- whether they
like it or not, the user has to see them. But in ‘Snapchat Discovery’, where the ads will appear,
the users will not be ‘forced’ to see them. Though the intention looks good, the question remains-
will ‘out of sight, out of mind’ rule apply in this case?
Another spot that Snapchat may leverage is that- there are many Snapchat celebs like Shaun
McBride who have a considerable number of friends in Snapchat. To attain more ads, they can
be Snapchat’s mascot to brands.