Page 219 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Understanding how to use Snapchat
for marketing

» Taking advantage of Snapchat
advertising

Chapter 13

Discovering Snapchat

napchat (www.snapchat.com) is a multimedia messaging app that was
originally created by Evan Spiegel, Bobby Murphy, and Reggie Brown as
S­students­ at­ Stanford­ University.­ Launched­ first­ in­ July­ 2011,­ what­ makes­
Snapchat so special is that pictures and messages published on the social media
platform­are­ephemeral,­lasting­only­a­very­short­period­of­time.­Unlike­Facebook­
or some of the other social media platforms, Snapchat is built from the ground up
to­be­mobile­driven­and­for­snapping­and­sharing­photographs.­In­fact,­unlike­
other­social­networks­it­doesn’t­have­an­accompanyning­website.­It’s­built­to­be­
mobile driven and with a portrait orientation just the way you use your phone.

Snapchat­is­one­of­the­newer­social­media­platforms.­It’s­also­one­of­the­fastest­
growing­with­over­210­million­daily­active­users­who­use­the­app­over­20­times­a­
day and spend an average of 30 minutes on the app creating 30 billion snaps daily.
With­its­new­Discover­platform­for­premium­content,­Snapchat­has­launched­100­
Discover­channels­and­reaches­a­monthly­audience­of­over­10­million­viewers.­And­
with­over­a­$1­billion­in­annual­revenue­through­advertising,­Snapchat­is­already­
a­popular­advertising­medium­for­marketers.

Over the years, Snapchat has been most successful in engaging a younger audi-
ence­ than­ Facebook,­ Instagram,­ Pinterest,­ or­ Twitter.­ In­ fact,­ that’s­ the­ most­
important­fact­to­know­about­it —­if­you’re­a­business­that’s­trying­to­engage­
people younger than 25, then Snapchat should probably be your starting point for
your­social­media­marketing­plans.

CHAPTER 13 Discovering Snapchat 203