Reaching target demographics is key for advertisers to promote their brands effectively and social media advertising has become the best resource for that. According to Ganguly (2016) “social media advertising” allows businesses and advertisers to pinpoint potential customers “by using users’ own shared information to identify interest.”
With the increased popularity of Snapchat by the younger market, their user base can’t be ignored (Newberry, 2016). Those in the 18-24 year old demographic migrated over to Snapchat from Facebook “specifically because their parents do not” use it (Newberry, 2016). Though they have attempted to make Snapchat their own, the demographics and user base is constantly changing. On a given day Snapchat reaches 41% of 18-34 year olds in the U.S., whereas an average TV network only reached 6% of that same age group (snapchat.com). With that said, marketing and advertising agencies are taking advantage of this captive audience available to them (snapchat.com).
Initially, Snapchat’s CEO, Evan Spiegel was “against ‘creepy’ targeted advertising” because “brands try to act like your pal” and track you (O’Reilly, 2015). But now he jumped onboard, gaining revenue from several advertising option that are now offered by Snapchat according to their website. When it comes to making money, one can’t be faulted for changing their mind. The advertising options Snapchat offers are as follows:
Snap Ads – which are mobile video ads that can be up 10 seconds can have an interactive element such as a Sponsored Geofilter or Sponsored Lens added.
Sponsored Geofilters – This interactive element allows Snapchatters to see and use the brand’s Geofilter to snap a phone when in a location of the brand’s choice. These look like they could be fun if you were at one of your favorite places.
Sponsored Lenses – This is very clever interactive element which offers a “new take on brand activation” and allows Snapchatters to play with the interactive ad before sharing with their friends. Now, other than the fact that your had is a giant taco, using these lenses appear to be quite entertaining and engaging.
As described by columnist and fellow Snapchatter, Laurie Keith (2016), the six reasons below are why advertisers are looking at Snapchat to advertise:
1: Snapchat isn’t just for teens – the 25-34 year old range is the fastest growing demographic of Snapchat’s users.
2: Snapchat is an active audience – with delivery being quick (no more than 15 seconds) and the content only available for 24 hours makes users more are attracted to view it before it’s gone.
3: Cross promotion – when creating content such as that in sponsored geofilters and lenses, the content can be saved on the users devices and shared on other platforms.
4: Authentic storytelling – with Snapchat stories only being available for 24 hours, a brand’s message is raw and uncut making them stand out as more authentic and allowing them to connect more efficiently with their audience.
5: Uncluttered by marketers – branded content will be distributed and consumed without interruption to allow audience to take in the message.
6: 1-to-1 chat function – Snapchat allows brands to connect directly to the consumers to provide updates and information.
Though I’m not a Snapchat user (plus I’m outside of the growing demographic), I do recognize the value advertisers find in Snapchat and why they are attracted to using it to reach specific demographics based on the reasons above. By using the information provided by users advertisers can promote products and services directly to those they deem as having an interest in them.
How do you feel about social media/networking sites using profile information to direct advertise to you and other?
References:
Ganguly, S. (2015, March 17). Why social media advertising is set to explode in the next 3 years. Retrieved from http://marketingland.com/social-media-advertising-set-explode-next-3-years-121691
Keith, L. (2016, January 25). Snapchat for Social Good. Retrieved from http://www.adlibbing.org/2016/01/25/snapchat-for-social-good/?hvid=4sHdHi
Newberry, C. (2016, August 24). Top snapchat demographics that matter to social media marketers. Retrieved from https://blog.hootsuite.com/snapchat-demographics/
O’Reilly, L. (2015, December 03). Snapchat is finally learning to love the ‘creepy’ advertising it once said it hated. Retrieved from http://www.businessinsider.com/snapchat-advertising-measurement-targeting-2015-12
Snapchat. https://www.snapchat.com/ads
4 Responses to Snapchat CEO Now Onboard with Once “Creepy” Social Media Advertising