Rise of Snapchat: why it’s important
Love it or loathe it, Snapchat is here to stay. Released in 2011, Snapchat is a mobile app which allows users to share ‘self-destructing’ photos and videos. The app really found its feet in 2015 with the release of filters and lenses. Since then, the adoption of the app has skyrocketed – it’s created a loyal, captivated and highly engaged audience, of whom are now surpassing six billion video impressions a day. Yes, you read that right – six. billion. per day. That’s more than Facebook.
But for one reason or another, Snapchat has divided the population. You’re either obsessed and snapping every micro-moment in your day, turning seemingly monotonous occasions into something worth sharing. Or you’ve tried it, get the basic gist, but you don’t find it compelling. Either way, as a marketer it’s too risky to ignore.
Here are a few quick reasons why Snapchat shouldn’t be ignored:
- Snapchat’s 100 million users send more than 10,000 disappearing photos every second.
- 45 per cent of its users are aged between 18 and 25.
- Facebook offered to purchase Snapchat for $3 billion in 2013 – which they declined. (And in our opinion, if Facebook is interested, you’re onto a good thing).
- 65 per cent of users contribute to content on a daily basis.
- There are more than 400 million snaps sent daily.
We know that with any successful social media platform, it’s the evolution that captures the hearts of users. Snapchat has (luckily) been able to re-engage with its audience after years of sitting in the app store with no significant changes. With its latest reinvention, it has unveiled technology that is unlike anything we’ve ever seen before. Many brands and celebrities have already jumped on board, creating profiles to highlight exclusive content such as behind the scenes or rare footage.
Unsurprisingly, the biggest change to Snapchat is yet to happen. The social giants have just released confirmation that they are developing an eCommerce platform. And while the technology is not advanced enough yet for release, it’s easy to imagine the scope this will provide for brands being able to piggy-back off an audience as powerful as Snapchat’s. Facebook and Instagram have already ventured into the eCommerce market, and Twitter isn’t far behind having recently appointing a Head of Commerce for the first time in the company’s history.
This aside, Snapchat is a super creative, light, exciting, chameleon social platform. Our advice? Snap to it – strap in and get ready for the ride. It’s going to be fun.
If you would like some advice on how your business can utilise Snapchat, get in touch with us today.