Snapchat: increasingly popular with advertisers

COMMUNICATION More and more marketers are gradually discovering the social media app "Snapchat" as an advertising platform for potential customers, especially younger ones. This is the conclusion reached by the market analysis company eMarketer.Snapchat has become one of the most popular social apps worldwide and is particularly popular with young people. Snapchat was founded in 2011 and initially had a reputation as a platform for virtual, sexual first contact among adolescents, as the images sent via the app deleted themselves within seconds. Today, the app has around 100 million users and six billion video views per day. Snapchat now wants to take advantage of this enormous reach and is experimenting with different forms of advertising. However, the user experience is not to be interrupted, so banner ads and pop-ups will be eliminated. This is where sponsored "snaps" come into play, i.e. videos or images that are integrated thematically into the user's own stream. Because Snapchat does not have as much information about its users as Facebook or Google, the yellow ghost relies on events. For example, companies can advertise their products to users who are attending a festival or sporting event, or at least talking about it.Belief in success through social mediaHow do marketers view this app? This is the question posed by the market analysis company eMarketer and launched a study. The US chief ad sellers surveyed indicated which media platform they were planning to enter in 2016. Snapchat came in first place. 22% said they wanted to advertise on Snapchat for the first time in 2016. Pinterest and Instagram followed behind with twelve percent each. They were followed by "Tumblr" (ten percent) and the dating app "Tinder" with six percent. However, more than a third of respondents have no plans to spend their advertising budgets on a new social media site.Successful campaign on SnapchatA good example is the James Bond campaign. This was created in the so-called "Discovery Area". Snapchat works with fixed cooperation partners such as Buzzfeed, Vice & Co. who prepare their content especially for the network. By clicking on the advertisement, the user is guided through 14 photos and behind-the-scenes videos - all in portrait format. The videos are only shown as teasers on the first level. To see the whole video, the user slides and their own video player opens.

Author: Melanie Granados