You should now have seen the Snapchat logo somewhere. It looks like something between a « monster munch » and a Pacman who is scared on a yellow background.
The idea came from a few students from Stanford University (where else?) Who designed an application that allowed users to share images that were short-lived and with self-deletion. This then evolved to include messages and video.
By November 2015, application users were sending 6 BILLION video views per DAY!
The majority of chat users today are millennia (born in the 2000s). It was assumed that Snapchat users have apperced the privacy / security feature of images and self-deleting messages, but research has shown that most people use the application because it is fun.
Another reason is the « ephemeral nature of ephemeral encounters » compared to applications like Facebook where you build a permanent material chronology.
So, as a company, if your target market is people aged 17 to 30, (in America Snap cats reaches 41% of all 18-34 year-olds each day) Snapchat could be a social media service to use .
Their products are:
- Snap Ads
Advertise in a Snap, the best mobile video ad.
- Sponsored GeoFilter
Be seen and sent by Snapchatters everywhere.
- Sponsored Lenses
The most playful way to make an impact.
Brands can create accounts on Snapchat (on mobile) for free and create a community of users who follow them. As an example, if you download the snap chat app, why not follow « vendeeglobe2016 »
Today, Snapchat adverts cannot be bought directly. They are sold by third parties divided into Ads Partners and Creative Partners. Unfortunately, the costs are prohibitive for small businesses. Snap chat currently charges $ 50 000 per day for SnapChat Discover and $ 450 000 per day for Sponsored Lenses.
Finally, the rise of Snapchat has not escaped the attention of Facebook. In December 2016, Facebook launched a new in-app camera for selfies with features including photo filters (just like Snapchat geofilters) , masks (just like Snapchat lenses) and stickers (just like Snapchat stickers). It has also warned Page Admins it will delete Snapchat code images (the yellow QR images which you can scan to add someone to Snapchat) set as profile pictures. Facebook looks intent on snuffing out Snapchat.