How Snapchat went from Sexting App to Success Story
What began as an app critics claimed to be used for “sexting” is now a key component to many social media campaigns in the world of marketing. Like many other digital platforms, Snapchat may or may not be relevant to the audience being targeted; however, recent updates and features make this app more valuable than ever.
Lets talk numbers.
- 150 million daily global users (Forbes)
- 41% US millennial reach daily (Snapchat)
- 10 billion videos watched daily (Mashable)
- Users spend 25-30 mins daily (Business Insider)
- Snapchat is worth $20 billion (Forbes)
All these numbers have been spiking since Snapchat’s release in 2013. Because of Snapchat’s popularity, they have made it easier for marketing to play a role in its platform.
I personally found success with Snapchat’s on-demand geofilter option as a way to connect students with activities around campus. This feature is cheap, targeted and fun for both the marketer and the user. As a member of the marketing committee on Student Activities Board in April 2016, I decided to use Snapchat on-demand filters to engage students on campus with our Drake Relays activities. Our most successful filter was used at the street painting event.
Local business and non-profits have a huge opportunity to use this platform as well. It provides an option to use a free, permanent geofilter to highlight venues, resturants or other places people enjoy going to. Its also a great tool to use for interacting with consumers. Whether it be a behind the scenes look at an event or a contest, snap stories provide a platform for brands to encourage their consumers to engage with them.
Overall, Snapchat has evolved into much more than a private messaging tool. Since its launch in 2013, Snapchat continues to grow and mature with its users. Any business or organization can benefit from its features-even on a national level. Tastemakers and marketers should be excited to continue exploring the benefits of this success story as it continues to grow in the next few years.