SNAPCHAT

Chris, Michael, Skyler, Jacob

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History of a Snapchat

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Snapchat was created in September 2011

The creators are Evan Spiegel, Bobby Murphy Reggie Brown.

Snapchat’s original name was Picaboo until they were sued and settled a lawsuit for $157.5 million

The point of Picaboo was to share photos with your significant other or friends for a few seconds without a screen shot option.

After some work Picaboo was finally changed into Snapchat

Snapchat is a photo sharing, video chatting multimedia, and direct messaging.

Snapchat is the third most popular social media app.

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Opinions of Snapchat

“I use Snapchat to keep up with my friends who went to different schools.” Noah Ircink

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I prefer Snapchat because I suck at texting and I still wants this girl to know that I think about her. Taylor Record

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People in my chapter use of snapchat

Twitter %36

Instagram %34

Snapchat %30

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How Advertisers

use Snapchat

• Story Advertisements
• When a user is viewing their friends’ stories, snapchat inserts an ad after their story is finished.
• At times, the users doesn’t notice that the story has become an advertisement.
• Snapchat Geofilters
• Companies can design and place their own snapchat filters where they desire.
• Can be used as an effective form of advocacy for brands because users can use their logos in snaps.
• Snapchat News
• Magazines and journalism sites use snapchat news to publish their own articles and media

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Consumer Effects

• Geofilters
• Create awareness on behalf of local and nearby businesses.
• Allow for users to jump straight to advocacy, as they can use the filters on their snaps.
• Snapchat News
• Allows for user to engage with news stories by viewing them
• Sponsored Snapchat Lens
• Sponsored facial filters for movies, food, events etc. allow for consumer engagement with the product that they can also share with their friends.

Useful Example - Gatorade

• Gatorade used the common idea of giving the coach a gatorade bath after a win.
• Gatorade spend $750,000 to have their filter during the day of the Super bowl.
• They then recruited current gatorade sponsor Serena Williams (Tennis player) to use the lens on her own snapchat.

https://blog.hubspot.com/marketing/snapchat-best-brands#sm.000rf9avf1az2flnr8p1pkvw0u4hn

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Potential to Fail

• It leave no trace
• Anything from snaps, stories and articles all are gone and refreshed within 24 hours.
• Leaves no lasting impact on your audience- repetition becomes tough.
• May not be worth the time
• Creating an ad that will simply last 24 hours on a story may not be the most effective.
• In-between story ads may be more useful, but can still be skipped.

http://breakingeveninc.com/businesses-using-snapchat-the-pros-cons/

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Campaign Example

Taco Bell used this campaign for

cinco de mayo and became popular

For its funny snapchat filter. Taco bell

Paid 750,000 for this campaign and was only

On snapchat for 24hrs it was .3 cents per views but

It helped with Taco Bell sales.

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Audiences and campaign evaluated.

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Audiences and campaigns can be evaluated through snapchat by who views the snap and who is sharing the snap through the application to others who use the app. For example during the Superbowl they used a snapchat ad to show the audiences who couldn't be at the game on field engagement, and lets the players talk on the snapchat to the fans. This could be monitored by how many views there getting every hour and if it's growing in viewers or if they are using other social media to promote their ad, like talking about it on Twitter or Facebook.

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Summary

Some advantages of snapchat advertising

• It’s instantaneous to pop up right after viewing a friend's snapchat, or using the discover side of the app.
• The advertisements are high quality with a big enough budget to have a professional production
• Filters allow for the advertisement to interact with you making you more inclined to associate yourself with the brand or promotion

Some disadvantages of snapchat advertising

• It is very easy to navigate out of snapchat ads, by either pulling down or swiping right, one could do this in less than a second is they notice it's an ad therefore, giving the add no exposure to the consumer
• They are not targeted towards certain audience with cookie history, so ultimately the advertising dollars spent may not even hit their intended audience
• They can only be 10 seconds long like the length of the limit on a snapchat story
• Instagram and facebook are now doing the same thing with having a live on facebook feature and story through instagram.

Work Cited

Media, Wallaroo. "15 Creative Snapchat Campaigns from Brands to Inspire Your Snap Strategy." Wallaroo Media. N.p., 29 Oct. 2016. Web. 07 Feb. 2017.