By now we assume most people know what Snapchat is, but for those of you still in the dark, Snapchat is a mobile application that lets users take photos or videos and send them to other users you are connected with. The difference between Snapchat and other photo messaging apps is that your “snap” is only viewed by the other user for 10 seconds or less after which the snap is deleted forever. Many assume Snapchat’s biggest draw is the temporary nature of the snaps, potentially encouraging racy images without having to worry about the repercussions. But recent stats have shown otherwise which has marketers intrigued.
If you’re asking yourself for some quantitative reasons businesses are taking a harder look at Snapchat, consider the following:
- Snapchat has roughly 26 million U.S. users. [Source: Forbes]
- 70% of Snapchat users are women. [Source: WSJ
- 77% of college students use Snapchat daily. [Source: Sumpto]
- 58% of college students would be likely to purchase a brand’s product or service if they were sent a coupon on Snapchat. [Source: Sumpto]
Interesting data right? So how are some marketers using the app? Product advertisers have used the app to launch a 10 second sneak peek to their followers, giving a product launch some additional hype. Retail marketers have turned to sending out custom coupons to their customers. This approach brings consumers into the store or directs them to an ecommerce site, gets them shopping around, and reveals the coupon later creating a sense of anticipation. Ultimately, though, the app is all about increasing engagement.
Most recently, d.trio was onsite at a photo shoot for our University of Minnesota client. The shoot was on campus and involved current students as the subjects. During each set I kept catching the students snapping “snaps” of the shoot and was curious where they were sending them. To my surprise it wasn’t to their friends, but to the U of M Snapchat handle called “My Campus Story.” When I asked how it worked the students informed me that “everyone follows My Campus Story” and tries to get their snaps featured daily. Only snaps featuring the students doing something cool on campus or at U of M events are featured. The U of M has increased student engagement on campus by selecting student snaps to feature on its own handle. Students now send snaps regularly in an attempt to be featured. Pretty cool way to create some brand engagement if you ask us!