Snapchat, 10 seconds of fame

Snapchat, 10 seconds of fame
SHARE
THIS



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

Sleep Apnoea Tackled In Witty Work From ResApp Health & Isobar
  • Campaigns

Sleep Apnoea Tackled In Witty Work From ResApp Health & Isobar

ResApp Health Limited, a leading digital health company developing smartphone applications for the diagnosis and management of respiratory disease, has announces launched its new national marketing campaign, ‘The Sleepy Town With a Snoring Problem’, to raise awareness for the importance of early screening for sleep apnoea and the launch of their new app ‘SleepCheck’, which […]

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]