Behavioral and demographic targeting within the marketing world seems to be on the uprise. Marketers are forced to put forth stronger initiatives on advertising for the younger crowd that is precisely the audience in growing demand. Snapchat, a photo messaging application developed by Stanford University students seems to be gaining significant amount of traction in usability. The app allows its users to take small snaps then able to share directly with selected individuals within their network. Users can set a take limit for viewing of snaps by other users that usually ranging between 1-10 seconds. After that point in time the snaps will be deleted from the users device and essentially from the Snapchat servers.
From a marketing standpoint, brands are expressing stronger interest in the pursuit of advertising to Snapchat users. A recent survey indicates that students are inclined to engagement with a brand on Snapchat and that indeed they would open a snap developed by a brand. Due to the ongoing demand and usage of the uprising social network, brands are beginning to coordinate marketing initiatives geared towards these students. The results of the Snapchat survey outlined the following information:
- Nearly 3/4 of surveyed students indicated that they would open a snap message from a brand they’re already familiar with
- Almost half of surveyed students stated that they would also open a message from a brand they did not know
- A 1/3 of surveyed students also provided a response regarding a following of a brand on another social network besides Snapchat
Recently, Snapchat announced the introduction of Team Snapchat. A group of 35 individuals devoted to the growth of this buzzworthy social network that is quickly gaining traction in the marketplace. By the looks of things, current momentum of the social network seems to be catching the attention of brands.
What are your thoughts on Snapchat?