In the rapidly evolving digital communications and social media universe, more shooting stars tend to be seen as opposed to the permanent planets. However, Snapchat is standing the time test and currently attracting the attention of many people, from advertisers who recognize the potential of the platform in being the most lucrative, most notoriously tricky and most sought after to crack the youths who are the target audience. Moreover, as the youth drift away from televisions and their enthusiasm for social media platforms that are advanced like Facebook, Snapchat is considered as the latest beacon of hope for many advertisers who struggle to maintain their brand names with young people (Bossetta, 2018).
Snapchat showcased that it has over four million daily active users in Australia and a hundred and fifty million users worldwide as compared to the twelve million users of Facebook, and seven million Instagram users. In Australia, the Snapchat community looks relatively small, but its composition of the youth is what makes it attractive to worldwide advertisers (Hughes, 2018). Moreover, Australian teenagers seem to love the platform because it is home to more than a hundred million daily snap chatters who are active, it is more considered in viewing live stories as opposed to televisions that can only be reached to while home, and more than 60% of Australians aged thirteen to thirty-five have smartphones.
Measuring the Effectiveness of Snapchat
Different tools can be used to measure the effectiveness of Snapchat by varying users.
There is the Unique View tool where one can see the total unique viewers on the Snapchat story in the box named "story views (YTD)." The unique view is the total number of people who opened the first image or video on the Snapchat story and viewed it for more than a second which is only counted once (Hughes, 2018). Also, there is the completion rate tool which shows the number of viewers who watched an entire story from the start to the end to help the user determine whether or not their Snapchat story is resonating with their audience. The fall-off rate is another tool where it can give the user incredibly powerful insights to the strength of engagement in Snapchat presence by depicting exactly where people or viewer stopped watching their story (Wheeler, 2017).
To prepare to buy the media, one needs to know that Snapchat is a messaging application which took the world of social media by storm in 2011. In only six years, the app has grown its active users to over a hundred and fifty-eight million daily active users which represent 31.6% of America's social networking share (Dickenson, & Crawford, 2017). Currently, the newer vertical video advertisements of the platform are receiving significant exposures in between the stories of users and the content from premium publishers like CNN, Cosmopolitan, and The Wall Street Journal (Hughes, 2018). Additionally, through creating a Snapchat account, various business advertisements can be made, and marketers can include their line-up for marketing to cue the collective sigh.
The reason is that the platform is (1) less competitive where only a few products are marketed. Every brand that exists seems to have its presence on Instagram, Pinterest, Twitter, and Facebook, making it difficult to connect with users on the platforms. (2) Snapchat is different from other social media platforms as marketers will be reaching a new audience with a new type of content in a new way (Engelke, 2017). (3) It feels authentic as almost all platforms are useful in building a rapport and, on some occasions, showing the users behind the scene look. Snapchat amplifies the facet of marketing as photos and videos are edited to make it look more appealing to the eye (Wheeler, 2017).
Bossetta, M. (2018). The digital architectures of social media: Comparing political campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 US election. Journalism & mass communication quarterly, 95(2), 471-496.
Dickenson, J., & Crawford, R. (2017). 14 Australasian advertising and the world. Global Advertising Practice in a Borderless World, 208.
Engelke, F. (2017). How does Snapchat as a social media marketing platform influence consumer behavior? (Doctoral dissertation, University of East London).
Hughes, A. (2018). Market Driven Political Advertising: Social, Digital and Mobile Marketing. Springer.
Wheeler, A. (2017). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.
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