Snapchat, 10 seconds of fame
Snapchat, the hottest thing to hit the teen market since, well Facebook. Working in media, we are often asked, what is the next Facebook? Well it might not necessarily be Snapchat, but it’s certainly something to take serious notice of. Forbes estimates that 50 million people currently use Snapchat worldwide. Median age: 18. Facebook’s average user age is closer to 40.
So, what is Snapchat? Well, it’s an app that allows users can take photos, record videos, add text and drawings, and send them to a controlled list of recipients. These sent photographs and videos are known as "Snaps". Users set a time limit for how long recipients can view their Snaps, from 1 to 10 seconds, after which they will be hidden from the recipient's device and deleted from Snapchat's servers (although with the replay feature and a recipient’s ability to screen grab, nothing is ever really deleted from the internet!).
This month saw every twenty-something’s favourite, HBO’s Girls launch their very own Snapchat account HBOGirls. The show used the app (known by many as a sexting medium!) to provide a countdown to the show’s US launch on 12th January, posting daily using the stories feature, to drive interest and excitement about Series three. It is unsurprising that a show that has captured the hearts of its fans with an alternative view of New York living has chosen a somewhat ‘underground’ platform such as Snapchat as a way of broadcasting their launch campaign.
However, not only is the use of Snapchat bang on brand for HBO’s Girls but a very cost effective way of providing broadcast reach with their campaign. An estimated 400 million ‘snaps’ are sent a DAY on the service, moreover as a marketer it’s fantastic to know your audience is fully engaged. The hold function of receiving a Snapchat means an audience is actively engaging, and more likely to be engaged due to the ’10 second self-destruct’ element of Snapchat media. However, the genius of marketing to this fan base is that they have opted in to hearing from you. Their audience have added the HBOGirls brand to their contacts list; they want to be engaged.
Although no concrete stats have been released by Snapchat, founder Evan Spiegel has suggested that 70% of Snapchat users are women (according to a Goldman Sachs conference in November 2013), so it’s a shrewd move by the HBO show. Engagement, mixed with excitement for the show, alongside a new way of communicating to the fan base has created quite a stir on social media and marketing blogs.
What does that mean for social media loving Australians? According to Socialmedianews.com.au published in November 2013, an estimated 1,070,000 Australians are active users of Snapchat. That’s a lot of potential engaged reach in a day; however, as with anything social, brands truly need an understanding of the passions and interests of their audience, before they wade in.
One of our own home grown media talents also showed the power of social media engagement with 2013’s launch of ABC’s Ja’mie: Private School Girl. Looking to tease a scene and the launch date of the upcoming series, creator and star Chris Lilley took to Twitter, encouraging fans to share an ABC link along with the hashtag #privateschoolgirl. A progress bar on the ABC site tracked the online conversation on #privateschoolgirl and once the required target was hit, the exclusive clip released. In less than 24 hours, the ABC show hit its social target, and fans were rewarded with some true Ja’mie King video gold.
These entertainment shows have cleverly, and cost effectively thrilled their audience alongside achieving their goal of targeting campaign messaging out to audiences. As with all good social campaigns, brands need to allocate time, resource and content strategies to maximise their effect, however the payoff can increase positive sentiment and share-ability, driving deeper engagements with fans, but the potential to harness the power of fan advocacy.
Snapchat, and Twitter alongside Facebook and Instagram are all key areas for brands to engage audiences who want to have a direct relationship with them. Think about why an audience loves your brand, and how you can make things a bit more personal. Once you understand that, the possibilities are endless, and a whole new communications channel opens up… 10 seconds at a time!
Sarah Stringer is innovations director, Carat Australia
Please login with linkedin to comment
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says Double Verify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.