Brands and retailers find Snapchat: the experiments and developments

After the text-oriented social media, the services focused on images are now particularly popular among young people and so-called millennials. Brands and retailers discover Snapchat as a channel for communication and advertising. These are the important experiments and developments. Burberry, Amazon, PepsiCo, Calvin Klein and many others discover the possibilities of the application Snapchat and the four hundred million daily 'snaps

After the text-oriented social media, the services focused on images are now particularly popular among young people and so-called millennials. Brands and retailers discover Snapchat as a channel for communication and advertising. These are the important experiments and developments.

Burberry, Amazon, PepsiCo, Calvin Klein and many others discover the possibilities of the application Snapchat and the four hundred million daily 'snaps.' Fashion brand Burberry takes the most innovative step in this. Just as the company had already been able to use other channels in an innovative way and provided 'buzz' with user generated content on its own mini-sites, it is now taking the lead again.

In preparation for the London Fashion Week at the end of September, it showed short videos on Snapchat - up to ten seconds, as always - with a look into the kitchen. Designers show what they are working on and how the collection comes about. In April, the company also shared various images of world-famous models on the catwalk.

Snapchat is the social network with the largest number of young users. An interesting fact for many marketers who are also eagerly looking for new options for advertising.

Maybelline and Calvin Klein chose a similar entourage last month. The make-up and clothing company chose the strategy of many other sports and event organizers. Through the public 'timeline' Stories they bring exclusive matters to a large audience in the very short video bites. Maybelline and Calvin Klein shared images of New York Fashion Week, both from products and behind the scenes. Users of Snapchat see a small circle containing 'NYFW', after a click they get to see a curated collection of images made by those present.

Snapchat for advertisers

The 'Our Stories' timeline offers companies a lot of relevance in any case. Users in a specific place can share their own content within a theme - for example, an event that is under way. Snapchat then makes a composition of best contributions. The application thus brings viewers together around videos or images and allows advertisers to share. For example, Coca-Cola congratulated all graduates in a video that became part of the organic story 'class of 2015.'

In a certain respect, the commercial Snapchat messages are different from the advertisements we now see online. Irrelevance is directly punished, this is the user's control. The latter can immediately click away from each statement, the decision for this is taken in no time, according to an initial investigation. Approximately 70 percent of the viewers of a video ad clicks after just three seconds. Other people involved speak of a 'four-second rule' and see that a third of the videos are being watched.

Do you think that as an advertiser you buy an advertisement of ten seconds you will be disappointed. The core message must therefore be transferred within a few seconds. Is that bad? No, says Snapchat itself. It is one of the unique features of the platform. Precisely because users can 'zap', users are much less negative about advertisements. How much of the commercial expression is completely looked at depends on the creativity used, says one of the company's partners. The more native - the content goes into shape in the organic content - the higher the percentage.

Although it is still unclear what retailers and brands are now yielding, they are like the chickens. This summer, the sponsored 'geofilters' of Snapchat became very popular in a short time. This extra advertising layer allows users to add to their videos if they are in a certain area. Nike successfully promoted such a filter around the World Cup for women. The result: some of the videos were viewed between 30 and 50 million times.

Store chain Target and McDonald's linked the filters to nearby locations. Marketers hope to turn visitors into an 'ambassador' on social media. How much this marketing yields is unclear, but Target now has the filters available in almost two thousand locations. For example, when visiting a branch, you can add a Darth Vader filter to your own video, to promote Star Wars toys. McDonald's offers a special McCafe filter in 14 thousand branches.

With one thing, the selling companies are perhaps the most satisfied: even if only briefly, advertisements are actually observed. A commercial expression is not hidden and does not go into the environment in such a way that something like "banner blindness." You pay for something that is really noticed.