Ads are everywhere. We see them the minute we wake up until the moment we go to bed. This has been made easier since we are always connected through our smartphones and computers. Traditionally, we have consumed our ads through television, print, email, signage, etc. In addition, we’ve seen new platforms like Snapchat, Youtube, and Facebook who have become a hotbed for marketers.
This will be the beginning of a small series that will focus on different social media platforms and how they use native ads. More specifically, it will talk about how effective they are able to target a Millennial audience and what and what does not work for each of these.
To start off, we will discuss Snapchat. For those of you who are not familiar with Snapchat, it is an app where you can take a photo or video, add some text or drawings and then send it to your friends. “Snaps” can be viewed for up to 10 seconds and then will disappear. Snapchat also has features called ”discover” and “stories”.
The great thing about Snapchat is that it is built, designed, and used by Millennials. Snapchat has 100 million daily active snapchatters who consume over 2 billion videos every day. Knowing this has made it easy for Snapchat to sell and design features to marketers looking to tap into Millennials. To support this, Evan Spiegel, co-founder and CEO of Snapchat has recently launched “3V advertising: Vertical Video Views” in a short video. He explains:
In the earlier days of Internet advertising, markets relied on things like targeting to differentiate ad products that weren’t very engaging. But today, with beautiful, full-screen video on mobile, we can build ad products that respect our community and their privacy. That’s something that’s really important.
So what is 3V advertising? Remember that Snapchat is built, designed, and used by Millennials. As mentioned in my last blog about “Getting Millennials to Bite”, we know that attention span is short. Making advertisements that require turning the phone horizontal is way too much work. All ads on Snapchat are played vertically, creating a seamless viewing experience.
Snapchat has integrated 3V advertising into their three vertices:
Premium: Snapchat has a premium service built into their free platform called “discover”. They have partnered with companies like CNN, Cosmopolitan, and Food Network who will periodically stream live feeds of different events.
Curated: Snapchat creates curated stories daily, from around the world. For instance, select snaps will be chosen and featured from an event such as Wimbledon in a three to five minutes montage.
Local: Using geofilters, you are able to overlay your own snaps with images according to your specific location.
Snapchat is leveraging influencers, word of mouth marketing, stories and all other tactics of marketing to Millennials through their platform. They understand how to connect on a personal level and are building a platform around their user. Snapchat may have been an unlikely place to focus your marketing, but perhaps it’s time to start exploring this option.