If you want to direct a message to young adults, consider delivering it on either Instagram or Snapchat. Yes, that Snapchat.
For many people, Snapchat, which launched in 2011 and was originally called Picaboo, is a quirky social media platform where you post something, then it goes poof. Well, that impression is so yesterday. Almost literally.
In the last two years, Snapchat has added new functionality that allows users to tell more complex stories that hang around longer, send direct messages and conduct video chats. Snapchat’s popularity has exploded, with 100 million user visits per day, a user base nearly the size of Twitter’s and 7 billion daily video views. That is close to Facebook’s 8 billion daily video views, but Facebook has an audience 15 times larger than Snapchat.
Snapchat appeals to young adults because it is relatively frictionless. Tap and shoot. Hold the button down for video. Snapchat is more personal than Instagram. You can share with a chosen group, not broadcast to the world. For the impulsive, Snapchat offers nearly guilt-free, real-time sharing, with the knowledge that the post will soon disappear. (After a run-in with the Federal Trade Commission, Snapchat settled and admitted that posts aren’t absolutely deleted and in some cases can be retrieved with the right forensic tools. For intentional users, this is a meh moment.)
Writing for socialmediaexaminer.com, Suzanne Delzio says Snapchat’s audience is growing and highly engaged – appetizing metrics for advertisers and anyone who needs to reach a young adult audience. For example, Snapchat could be a perfect crisis response vehicle to tell college students about an infectious disease outbreak and the steps to combat it. Snapchat might be the right vehicle for a continuing campaign to reduce the incidence of sexual abuse on dates.
Delzio says Snapchat endured early criticism for its vertical-only video format. However, data indicates mobile device users strongly prefer vertical versus horizontal video formats. Score this as a built-in advantage for Snapchat. The video completion rate, Delzio adds, on vertical formats is nine times higher, which is good news for marketers who often place their calls to action near the end of a video. Think of how this might work with a video about a car or car insurance aimed squarely at young adult consumers.
Instagram has staked out a strong position with Millennials, but Snapchat is catching up. Delzio reports that a study of Millennial smartphone users shows they spend 5.9 hours per month on Snapchat versus 7 hours on Instagram. Millennials spend almost 26 hours per month in Facebook, but it is a different experience. The key takeaway, Delzio writes, is that 76 percent of Millennials are already plugged into Snapchat.
The network that started in a Stanford classroom may be ready to dress up and go out on the town. Delzio says advertising rates have been lowered on Snapchat to sweeten its appeal for a broader group of advertisers.
In the world of social media, yesterday’s news is ancient history. Snapchat may have been a punch line, but it has quickly grown into a significant network for a key demographic group. Reconsider any snap judgments you may have made about Snapchat and consider how you can put it to work.