MarketingMobile AppsSocial Media

To many marketers, Snapchat is a ridiculous, confusing app for the younger generations to fool around on. These people are not sure as to why the app still exists when it is such a difficult app to market on and wonder how the app is still running!

This article is for the marketers who are open to learning about the bizarre app. I hope to inform you on who Snapchat users are, what they are looking for, and how to market to them.

About 71% of Snapchat users are under the age of 34 and about ¾ of the users are female. Be sure to keep this in mind as you create your advertisements. I fall into both of these categories and would love to help marketers market to me.

What are Snapchat users looking for in content marketed to them you ask? Well, they aren’t looking to be marketed to at all. I have a previous blog explaining some of those thoughts and it can be found here.

The trick is to market to your audience without them knowing it. And you may already use this strategy in your other marketing platforms. For your advertisements to work on snapchat it is necessary that they feel “organic.” Snapchat gives you the opportunity to do so by placing the advertisement you create in between the stories of friends and the pages on Snapchats channels.

I have seen a couple of advertisement on Snapchat that have been in rotation and I thought they were actual posts from my friends. I would watch the whole advertisement (about a whole 5 seconds long) to the end and then realize it was an ad. I remember being impressed of their ability to make me believe the advertisement was a real story. Because they were able to do this, I was marketed to and awareness was grown.

“The more organic the ad feels and the later the branding appears, the more likely a user is to swipe up to view long-form content or web content,”- Liam Copeland

When a Snapchat user is advertised to, they have the ability to pass the video or to scroll up. If the user scrolls up, you did an awesome job in gaining user interest! (all the high fives to you!) When they scroll up they can be driven to the app store to download the app you just successfully advertised to them. They can be sent to your website, read your article or watch a longer video.

The way you want your potential customers react to your advertisement will help you create your Snapchat advertisement.

One aspect of Snapchat that draws in younger ages is how it is trendy and so are their best advertisements. An advertisement was created well when it is able to convince its young, contemporary audience that it’s product or service is cool. If your advertisement can convince Snapchat users that what you are selling will better their life with convenience or trendiness you are sure to gain customers as those two aspects are major sellers.

Pepsi and 7/11 filter on my sister

Another way to use Snapchat effectively for your advertising needs is through their face filters! Big industries create a filter that morphs the user’s face, usually in a funny way and also displays their logo on the screen. This is a great strategy as the users will take the good-humoured picture, post it and your brand will be shared via friends! Talk about innovative word of mouth referrals.

Canmore Alberta geofilter

You can also advertise by creating a geofilter. These are filters that display the place at which a person took a picture. Snapchat users use these to show their friends when they are at the concert in town or asking their friends if anyone else will be at the university till late that night and so on. These geofilters can be created to advertise your place of work or an event that you are hosting and again, work great for referrals from friends.

It is very possible to advertise on Snapchat and it is very possible to gain customers through Snapchat. Those that are successful to do this have the great potential of their brand becoming very popular with the young market Snapchat provides you with.

Good luck, I hope to see your amazing ad on my Snapchat feed!

Tess Houcher

Snapchat’s website to begin your advertising through them is right here!

 

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MarketingSecurity & PrivacyWeb Development

Apple made an announcement on June 5th that will change the economics of the internet. They plan to improve the Safari experience by adjusting ad tracking. Ad tracking is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.

Companies can follow you around the Internet in order to get further insight to better their advertising campaigns. This is how we are marketed to on the Internet.

Most consumers do not appreciate the attempts to be marketed to while on the internet. These online advertisements feel threatening when they take over your whole screen, and are annoying when they start playing sound when you haven’t allowed them to.

Not only are these inconveniences, but since these advertisements can follow you around and track what you do on the internet, it is a security breach to many consumers and Apple never wants their customers to be in a position where they feel uncomfortable.

So Apple created a new feature,

“Intelligent Tracking Prevention [ITP] is a new WebKit feature that reduces cross-site tracking by further limiting cookies and other website data, Intelligent Tracking Prevention collects statistics on resource loads as well as user interactions such as taps, clicks, and text entries. The statistics are put into buckets per top privately-controlled domain or TLD+1.”- Apple’s John Wilander.

In plain English: ad-tracking can only follow you around for 24 hours and Safari will delete all of a site’s tracking cookies if you do not visit the site for 30 days. This means that their ability to track you is fundamentally limited, and will improve your privacy and experience online.

Will Safari’s numbers rise with the promise of less advertising traffic? To a browser like Google’s Chrome, less advertisements would not be quite as beneficial as it will be for Apple — Apple’s business model doesn’t revolve around advertising sales. Thus, Apple is not intimidated by a lack of advertisements. They would prefer happy, safe customers and they may have found another way to give them more security and a better experience.

Now, this announcement did not make everyone happy; 6 major trade groups expressed concern with these plans. With this in place, it restricts the tracking abilities of websites and advertisers which could cut into their bottom line. What is good for the consumer privacy, would not be good for them. They explained this in an open letter to Apple.

“Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful.” — The Data and Marketing Association and the Network Advertising Initiative.

Advertisers will not be able to use target marketing to select their audiences and it will be more difficult for them to know how well or poorly their strategy is operating. These associations wanted to make their concerns very clear to Apple and the rest of the Internet.

For many small businesses that use these marketing tools, they will find themselves needing to adjust strategy. This means that some of Panda Rose’s clients might be affected as well. We agree with Apple that ensuring consumer privacy should be top priority, and will help our clients to work with these new restrictions.

Tess Houcher 

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