Why Innovative Marketing Directors Are Now Embracing Snapchat
With 100M daily users, Snapchat is no longer a teen fad.
“I think it (live video) gives a very authentic and human perspective for brands, right? It’s very raw. It’s very under-produced. And, I think, that gives us a feeling of authenticity and realness.” Stated Sydney Williams, Global Digital Marketing Manager of GE.
It’s no secret Snapchat has studied how it’s users communicate with video and is redefining how millennials interact in real-time.
Snapchat has recently made changes to it’s advertising options from simple 10 second viral videos between posts in Live and Local Stories feeds. New options include:
Listicle format – catering to any style of branded article
Ability to incorporate text, photos and GIFs
Swipe up from from videos to display GIFs promoting streams
Some of the first companies on board for the new changes include AT&T, GE, and NCAA. In a historic move, users can stream the NCAA Final Four basketball games to their smartphones thanks to sponsors.
Film studios have been using video ads in a test program recently allowing Snapchat :90-second trailers instead of the standard :10-second length.
Sydney noted their use of live video was less ad-focused and more culture oriented. “We are less and less focused on our consumer products now that some of those businesses are being divested, and we’re more focused on telling our industrial story.”
The message however, is clear. Snapchat is poised to continue being a wide-reaching platform for advertisers and PR firms, not just a passing fad or niche user market. Video is quickly replacing static photos and text for advertisers and it’s happening across all channels in 2016.