Should we even bother with Snapchat?
In case you missed the memo, 2017 is about your favourite social media platforms (most of which happen to be owned by Facebook Inc.) pillaging and plundering Snapchat’s most iconic features and recreating them on their home territory.
Instagram has, of course, taken on Snapchat’s famous Stories feature with their daily active user base already eclipsing Snapchat four to one, but they’re not alone. Facebook has its own, albeit far less popular, version of Stories (pretty sure Mark Zuckerberg is its only user), WhatsApp Stories recently hit 250 million daily active users and even Weibo has decided to join the party, launching Weibo Stories.
So with every platform starting to look largely the same, is there any point directing our gaze or wallets towards the Stories founder anymore?
Taking a step back, social media platforms have never been overly original in their propositions. There’s usually some form of ‘wall’ feature, a profile photo and, of course, a ‘like’ functionality. In other words, there’s nothing new about social media platforms upcycling each other’s ideas. What each platform does, however, is have is a point of difference – LinkedIn is for professionals, Facebook is for connecting everyone, Twitter is still working it out – but whatever it decides, it will be in less than 140 characters.
So what’s Snapchat’s unique selling point?
In a word, ‘millennials’. Anyone who’s used Snapchat can tell you that it’s far from user friendly, the layout is confusing and it’s disorganised. But this is undoubtedly part of the charm. Snapchat isn’t designed for parents or non-savvy tech users. It’s perfect for a niche group of people who can look past these annoying issues for the sake of engaging with other like-minded Snapchat passionistas, who are most likely around the same life stage.
So when should brands engage with Snapchat? Now that the cost of ads has decreased considerably, testing and trying advertising on Snapchat is far less arduous, but there are risks. Snapchat users are, as mentioned, passionate about their platform. They’re not going to take kindly to big brands blundering through ill-thought-out advertising. If you’re going to use the platform for marketing, it needs to be smart and targeted towards millennials – unique, fun and fresh, like the platform itself.
So should we even bother with Snapchat? If your audience is almost purely millennials, if your brand has the ability to reach outside its comfort zone and if you have time to waste experimenting, then yes. If not? There’s a whole bunch of other platforms with similar functions and vastly different audiences that might suit your campaign better.
- Patents reveal how Facebook wants to capture your emotions, facial expressions and mood. Content based on how you react and how you’re feeling?
- In a bid to combat fake news, Facebook has announced it will stop allowing modifications to headings on link posts.
- Facebook is testing a new custom audience feature that will let you target your ads to people who engage with your brand profile on Instagram.
- Some lucky mobile app users will be allowed to experiment with LinkedIn native video! Where previously all videos on LinkedIn needed to be hosted on YouTube, the platform is making a play towards adding native video and video performance statistics.
- LinkedIn is rolling out a multiple photo post function to iOS users this week.
- Adds a website demographics tool so marketers can see what kind of audiences are visiting their websites.
- Has seen a 12 per cent drop in share price after reporting its second quarter earnings.
- Has added a feature to Google Maps to let you directly book restaurants.
- Twitter, Facebook and many other companies are speaking out in favour of net neutrality. Net neutrality is the idea that ISPs shouldn’t regulate which online companies get faster and easier access to users.
- To master social media, you need 15 skills.
Round-up – top campaign
- Amazon Prime Video is releasing a Twitter campaign for The Tick. By using different hashtags and emojis, users can control the 24-foot replica set up at the 2017 Comic Con Expo in San Diego.
- 360 video doesn’t have to be as exciting as a bobsled ride or a shot of the Northern Lights. Show off your products or tell your brand story like Organic Valley.
- Reebok wins the internet with an amazing and timely subtweet to Donald Trump’s comments on the French president’s wife.
Learnings and recommendations
- Reebok won favour and brand golden status this week. Did its subtweet have anything to do with Reebok shoes? Nope. Did it matter? Nope. Sometimes it’s okay to do something that doesn’t have a direct line to sales… though it will be interesting to see how their sales track after this marvelous piece of social media gold.
- Don’t be afraid to keep negative reviews visible online. A new study reveals retailers that display online ratings see conversion rates rise by as much as 270%.
Brought to you by the wonderful King Content Always-On social media team.
Kate Leonarder, Michael Waddups, Divya Goski and Graham Boville