While there are a variety of social media platforms widely used today, Snapchat being used for brands is relatively new. Snapchat is an app that enables users to send photos and videos that will disappear after a certain amount of time once clicked. To view a Snapchat, users must physically touch the screens of their smartphones.
Brands are always looking for ways to engage and customize the experiences of its customers and the use of Snapchat to do so is innovative. Snapchat is yet another avenue that brands can use to personalize relationships with consumers. To receive an exclusive Snapchat from the brand, users must first be friends with them. Taco Bell was one of the first to experiment with the Snapchat platform, urging its followers to friend them. An article in Techcrunch ( also ref. the Taco Bell & Snapchat), also points to the fact this could be an interesting platforms for ads. I agree with this–the extra step of having to touch the screen in order to watch and knowing that the message will disappear after 10 seconds is enough to keep most users’ curious enough to pay attention.
Recently, fashion designer Rebecca Minkoff chose to use Snapchat to give her loyal fans a preview of 5-10 pieces of her new collection :
Content consumption is part of our daily routine. I am extremely curious to see if more brands will start using Snapchat to further bridge the divide between company and consumer. Snapchat’s new introduction of it’s “Stories” platform allows for longer Snaps which makes it even more attractive for companies to engage in creating platform specific content for fans.
A yogurt company in New York called 16 Handles experimented with an idea : sending its friends a mystery coupon with discount ranging from 16%-100% after users sent it a Snap of them trying a flavour a location. This has some caveats though, as the user must open the Snapchat and the cashier must scan it within 10 seconds, before the message self destructs.
I am extremely intrigued by this new platform for brand and consumer interaction –if Snapchat makes a way for brands to save these messages –perhaps they can use the UGC on other platforms such as Facebook. All in all, Snapchat is a relatively new social media platform with possibilities that have not yet fully been explored. Snapchat enables brands to become more “friend” like with consumers in a way that is not possible through other social networks. I think this has great potential for strengthening brand equity and customer relationships.
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