That’s the concept behind Snapchat. Send photos and videos to your friends, they mark the ones they want to keep, everything else self-destructs seconds after it’s viewed. No more digital clutter and it’s also a super way to make sure mom never sees that sexy photo you sent to your new boyfriend.
Snapchat may have a bad reputation among those over 30 but for girls under 25, it’s magic.
The app has more than 100 million users. Business Insider adds on these facts:
Sharing of Snapchat Stories increased 100% in the last two months. Stories are now getting 1 billion views daily, while 760 million disappearing photos and videos are sent daily.
Two-fifths of 18-year-olds in the U.S. use it “multiple times daily” to communicate with family and friends
Snapchat has reached a top three rank in the iPhone app store in many of the world’s wealthiest and most developed consumer markets, including Sweden, France, Australia, Norway, Canada, and the U.S. and U.K.
That’s why brands want in.
CEO Evan Spiegel, speaking at the Vanity Fair’s New Establishment Summit in San Francisco, said that ads would be coming soon to Snapchat. Not fancy, not targeted. Just simple, no-frills ads in the stream that would also disappear within 24 hours.
Interesting. . . but brands aren’t waiting for the official move. Dozens of companies are already trying to reach an audience on the app including McDonalds, Taco Bell, even General Electric.
Dove just launched a huge Snapchat campaign as part of their annual “self-esteem weekend.” Dove is asking young women to send Snaps of their insecurities – then, as the photos fade, they make room for more positive thoughts. It’s a lovely concept and one that actually ties in to the ephemeral nature of the app.
On Monday, the brand had its first Snapchat hosted session with a child psychologist and an educator. 30 girls responded with questions about self-esteem. Not huge, but “snaps” from the campaign, which is only just getting started, have already been viewed more than 130,000 times.
The biggest hurdle for Snapchat advertisers is spreading the word. Since images are designed to disappear, traditional social media sharing is off the table. The key is building a friends list and to do that, most companies offer some type of incentive in return for the follow. Of course, the best way is to urge your current social media followers on Facebook and Instagram to add you on Snapchat, too.
Have you tried Snapchat? We’d be interested in hearing about your experience.
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