[Chronic Friday] : Snapchat, Digital Marketing partner?
Social Media examiner, a world’s largest social-media and digital marketing resource, reported recent insights on Snapchat that will help digital marketers to reach targeted audiences with ads. Here are the main ideas:
#1: Snapchat approaches Facebook Levels for Daily Video Views
According to eMarketer, companies spent $7.46 billion on digital video ads in the U.S. in 2015, an increase of 42% than one year before. eMarketer also related that in the United States, the spend of mobile video ad is growing faster than all other digital advertising tactics.
In this context, Digital Marketers with a video strategy in place can easily adapt their tactics to reach Snapchats video.
#2: Vertical Video Rising in Popularity
According to Social Media examiner, the vertical video had a completion rate nine times higher than its horizontal counterpart.
Source : Social Media Examiner
Minutes spent on vertical screens have been increasingly edging out those spent on horizontal screens since 2011.
The consumer who views a mobile video until the end is more likely to respond to the call to action. Marketers can put their strongest call to action at the end and should consider testing response to their own video to see which orientation their followers prefer.
#3: Engagement of Snapchat Users
Every day, between 300 and 350 million photos are uploaded to Facebook, the portion of the audience participating by uploading photos is less than 35%.While on Snapchat, 65% of users upload their own photos daily.
Source : Social Media Examiner
Engagement is one of digital marketing goals. Digital marketers should know that those who are interacting with a company are far more likely to share and talk up its posts, offers and products. The engaged consumer uses the company to build a portion of his or her identity. The user with this level of emotional tie-in promotes and buys far more than the passive user just perusing the latest sound bite or unique fact. It’s important to collaborate with active users because they can build a portion of their identity.
#4: Snapchat is Gaining on Instagram Millennials
According to comScore’s The 2015 U.S. Mobile App Report, Snapchat has the sixth-highest concentration of Millennials.
The study of 1,084 smartphone users also concluded that 18- to 34-year-olds spend an average of 6 hours on Snapchat each month, right behind Instagram’s 7 hours but far behind Facebook’s 25 hours. Still, at just 5 years old, Snapchat has some work to do to catch up with the 12-year-old Facebook and 6-year-old Instagram.
With 76% of Millennials using Snapchat, any business catering to that prospect should consider taking the risk and reaching out on the platform. One should know that Millennials and younger generations use several social platforms and Snapchat is far less saturated with advertising than Facebook.
#5: Marketers are Ready to Begin Advertising on Snapchat in 2016
As reported in eMarketer in January 2016, more senior ad buyers are planning to begin advertising on Snapchat than on any other social media site.
Looked at in another way (one that Snapchat may prefer), 60% of America’s 18- to 34-year-old smartphone users use the platform.
Digital marketers have learned that jumping onto a new digital outreach tactic can pay off. Early adopters enjoy a less-crowded playing field where individual companies can stand out.