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Why SnapChat Is NOT a Fad

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Triple S, ep. 212

Filming with a Canon T4i. Editing with Adobe Premiere Pro.

//

http://snapchat.com

If you can’t beat ’em, join ’em right? That’s how I feel about SnapChat. I really didn’t think it was a valid social media tool and avoided it completely. Bur the reality is, SnapChat is the real deal in the digital media world for some compelling reasons.

I really thought this was tech’s gift to troubled high school kids. And although I still believe that is a demographic that’s on the network, there are definitely reasons that that may not be terrible and can actually be useful for brands who use SnapChat to connect with their fans.

Think about how SnapChat works.

You send a private message, either photo or video, for a set amount of time that you choose to a specific person who you’ve approved as your friend.
In order to view what you’ve received, you have to hold your finger down on the screen the entire time.
But even when you put your finger down the first time, if you let go the clock is still ticking based on how long you were allowed to view it.
Once the clock runs out, the media is gone. Forever. (Or saved in the SnapChat archives… but regardless you won’t be able to access it.)
If you’re not paying attention, you won’t ever see it. So you’re forced to be in the frame of mind that you better focus on it if you want to know what was sent to you.

That’s an incredible concept in social media. We’re used to lots of distractions and the ability to find anything again if we wanted to see it. With SnapChat, you’re forced to increase your retention level, giving the sender a good chance at your undivided attention.

How could you do with that as a brand? Quite a lot.

What if you used this medium to share discounts and special access to your biggest advocates? Or if you sent a video asking for feedback from those people about a new product or idea?

The ways you can take advantage of the higher open rates and great audience retention to get brands advocates in an activated state of mind make SnapChat a very possible tool of value for your digital presence.
Just like with any network, you don’t want to jump in head first without a plan. But definitely think again about shrugging SnapChat off as a silly kid’s game. Didn’t we used to think about Facebook like that?

How are you using SnapChat? If at all?

Comments

Aakash Jhaveri says:

brands just use this for BTS. I don't find Snapchat useful

Alysse Adrianna says:

I love this video and I absolutely hate snapchat. I still have it some reason and sometimes my friends will snapchat me here and there but it gets annoying and I hate having to look good and getting read to take a picture of myself to send to one of my cute guy friends.

MROKAY6 says:

thank snap box, an app that allows you to save snapchat messages, but you need to pay of course xD

jigglemankiller says:

It's for sharin a penis it's that simple

Chuck Baker says:

I have never used snapchat but I have been told that it now has a "storyboard" option where you can have things hang around for a few days.

Steve Beedie says:

Have to admit, this app has not been one of my favourites. My kids use it and it's like "Hey dad check this ou….Oh wait your too late" 🙂 Might have to look into this a bit more! 

PHprof says:

More crap. 

Rodney Mishler says:

I really thought I'd disagree with you on this but you make a really great point. I'm not going straight to the app store to download, but I will definitely be thinking about how I might be able to implement some sort of strategy using the technology. Thanks, as always, for the great content and advice!

Let's Go Road Trippin says:

So, you could do a special deal for those people, too.  What about using the new Instagram Direct?  It is meant to be a SnapChat competitor.  I have some followers on Instagram, and, like you said, have plenty of social media to manage at this point.

Old Man Picker says:

The thing that may still kill snapchat is how are they going to monetize it?

mysterychef1 says:

Thanks for the input Amy… I wish I had time to add this to my already busy social media schedule, but I don't. It is hard enough keeping up with the 3 brands I currently have and all the twitters, facebooks, and blogs I just can't find time at the moment. I am starting to get on a regular schedule for those, so maybe once I have my stuff together I will be able to include snapchat.

Stefan S says:

Oh no,I'm going to sign up for snapchas now aren't I… Damn it Amy I hate you! LOL kidding I dont hate you great vid ! 🙂

Heart of Tarts says:

You are right. I also thought snap chat was a teenage thing with no staying power, but it has stayed and will stay. I just have not figured out a way to use it yet. I have been toying around with doing daily vlogs or behind the scenes for a very small dedicated audience (because the thought of open critique on my life from the general public scares me enough not to do it at all) and maybe this is the way I can give them the URL to an unlisted video. Still weighing it out.

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