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

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]

Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]