As with any new piece of social media there comes a time when the question is “what will it do for my brand?”
Snapchat is the latest to market and a quick review of the advertising papers suggests that this question is beginning to be answered. In fact you can already find the top Snapchat marketing use cases for brands appearing on the web.
These are stated as product sneak previews (18 percent), user-generated content (14 percent), coupons (14 percent) and exclusive content (10 percent).
Given Snapchat’s unique disappearing behavioural patterns it would seem to make sense to use this media for the task it has been intended and align that with your marketing. You can read a synopsis of this theory here but no surprises its all about aligning brands with quick, exclusive user experiences. http://adage.com/article/digitalnext/marketers-world-disappearing-media/245294/?qwr=FullSite
Interestingly a few brands were recently asked to see how it would work for them. The very interesting ideas can be found here. http://www.adweek.com/news/technology/5-great-snapchat-ideas-big-brands-154134. The Las Vegas tourism idea of “what goes on tour stays on tour” is a perfect alignment.
There appears to be a marketing future here. Act quickly – before it disappears.
Jonnie Galvin-Wright MCIM
Managing Director, Stuff Advertising