Julia Laviano & Kelsea Kitto

Section 1

Targeting Marketing Messages Towards Millenials Using Snapchat

Introduction

In recent years, social media has taken the marketing world by storm. Studies continue to

show that social networks like Twitter, Facebook, and Instagram are effectively encouraging

millennials to become active and productive members of society. New technological

developments are created every day that make this socialization process possible. It is essential

that marketers understand the importance of using these new technologies to target millennials—

a task that has proven to be difficult using traditional forms of marketing such as television and

print advertisements. One of the more recent social networks, Snapchat, has made remarkable

measures in an effort to efficiently target the millennial generation.

The purpose of this study is to analyze the effectiveness of marketing strategies using

Snapchat as perceived by millennials. This study will assess which Snapchat features are used

most frequently to promote products and increase awareness on an issue. Additionally, this

study will examine the factors that influence consumers to share content with other users. This is

an important issue to study because social media has become an advantageous tool used to drive

marketing messages, and it is vital to understand the most innovative methods of using this tool

from an ever-changing technological perspective.

This paper includes background information about Snapchat’s current marketing features,

pertinent research on traditional social media marketing strategies, and an examination of Uses

and Gratifications theory. This paper concludes with a research proposal focused on discovering

the perceived effectiveness marketing messages on Snapchat have on millennials.

Snapchat’s Unique Marketing Tactics

Social networks like Twitter and Facebook have been prominent outlets used by

marketers to engage millennials for years. However, millennials are now turning to Snapchat’s

newest features in search of the latest products, news, and current events. Snapchat is an app that

allows users to record up to ten seconds of photo or video and send this media to friends. Since

its creation, the app has grown immensely and its creators have developed new features that

make external media content accessible to users. These features include a Discover tab that

allows users to view content released by media outlets such as People, CNN, and Cosmopolitan.

The next useful feature on the app is the Live feed tab, which displays a live broadcast created by

Snapchat users. These live broadcasts publicize a variety of occasions, including presidential

debates and major sporting events. The last feature on Snapchat that plays a role in delivering

marketing content to users is the Recent Updates feed, which contains live “stories” that are

generated by other Snapchat “friends.”

It is evident that millennials are less affected by traditional forms of advertising.

According to Ember (2015), millennials’ short attention span makes this group the most difficult

to target and the most unpredictable. Ember continues to say that traditional print advertisements

and 30-second commercials are less effective in reaching millennials. According to Ember, 4 in

10 millennials stated that they would rather communicate with pictures than words. Adler (2013)

states that what is now considered more traditional forms of marketing media is becoming

outdated and social media is the main force in dictating what society defines as news content. In

addition, Adler suggests that social media outlets influence which stories and images hold the

most importance to those social media users.

One key aspect that Snapchat is known for is its 24-hour limitation on content viewing.

Coffee (2015) mentioned that Snapchat is an effective platform for dominating one-day reach,

which is much more desirable for millennials because it requires less of their time and attention.

This idea is reinforced when Ember (2015) states that millennials spend an average of 30 hours a

month on social media, most of which is spent on Instagram and Snapchat. Gray (2014) states

that any content producing brands that understand how to manipulate the source of a consumer’s

exposure will be the most successful brands in the future.

Adler (2013) discusses social media users role in deciding how many individuals a

certain story or piece of content will reach by contributing to the distribution of the message.

Furthermore, Adler states that consumers’ participation in content sharing is vital knowledge for

a source to consider in marketing practices. Consumers’ influence how content reaches other

individuals because each consumer will recreate and share a message differently depending on

their interpretation of the content. Gray (2014) mentions that social media establishes a

relationship between consumers and producers. Futhermore, Gray declares that this consumer

engagement over social media enables the distribution of both positive and negative feelings or

attitudes towards a brand. Similarly, Sloane (2014) discusses the importance of producers to

place their brand in a position that is intricate and groundbreaking in conventional marketing

efforts, specifically using social media as the distributing medium.

Petri (2015) describes all the ways in which Snapchat offers new ways for brands to

market to users. These features include brand-affiliated photo filters that overlay images taken

on the app, as well as live story takeovers that broadcast user-generated content related to a

specific issue or event. These features, in addition to the Discover tab, have allowed companies

to branch out when marketing to millennials.

In an age of growth that was largely due to vast technological advances, businesses and

producers need to consider the ways in which the field or industry they work in is impacted by

technology and all of the potential opportunities and setbacks that come along with it. The

invention of social media has led to what has become one of the greatest influences in society

today. A significant portion of what individuals see, experience, communicate, or believe often

comes from the content one has been exposed to while using social media, and is significant

enough for businesses and producers to consider in their marketing platforms. Social media

outlets and their many features serve different purposes. For example, Snapchat is a more recent

social media platform that is heavily used by millennials and offers functions that fulfill the

sense of immediacy and quick gratification that this generation looks for. In the realm of

marketing communication, producers need to consider social media’s role in advertising and the

consumer’s role in order to implement efficient and effective strategies. The purpose of this

study will be to identify the perceived effectiveness of social media marketing strategies for

millennials using Snapchat.

Theoretical Grounding

Shade, Kornfield, and Oliver (2015) state that individuals seek out specific media for

specific reasons. This concept is called uses and gratifications theory and emphasizes the fact

that media and content are key sources of influence. As it relates to my topic, there are two key

concepts associated with this theory that are prevalent when analyzing Snapchat.

The first concept associated with uses and gratifications theory is that in order for a

person to choose a specific type of media, there must be audience initiative and involvement. In

other words, people are more inclined to select social media outlets that allow them to fashion

the content that they see to align with their personal interests and values. The ability to dictate

which accounts show up under the Recent Updates feed on Snapchat is an example of how the

app gives its users the power of customization.

The second concept associated with uses and gratifications theory is the idea of functional

alternatives, which emphasizes the fact that media must compete with other channels for

selection, attention, and use. Because Snapchat is a fairly new social media outlet, it must

distinguish itself from websites like Facebook, Twitter, and Instagram. Snapchat has done this

by revolutionizing the idea of shortened videos accompanied by images to maintain the

audience’s attention. While many other social media sites have become cluttered and outdated,

Snapchat is constantly adding new updates and features to keep millennials captivated.

Prior Insights on Current Marketing Strategies & Consumer Influence

While there has been very little academic research conducted on Snapchat due to the fact

that it’s a fairly new social media outlet, many researchers have explored the ways in which

news outlets are currently using social media outlets such as Facebook and Twitter to reach

audiences at a more immediate rate. In addition, many studies have previously been conducted

on the effect user-generated content, or content created by another social network users rather

than a company, has on the impact the content has on recipients. Lastly, researchers have

thoroughly compared the influence word of mouth marketing has on heavy users of social media

as opposed to marketing messages delivered directly from a marketing sourec. This section will

explore three significant, related areas of research to this issue: current social media use,

consumer influence, and sharing of content across social media platforms.

Current social media use by practitioners

Researchers have studied the methods that public relations practitioners and marketing

agencies are presently using in regards to social media marketing tactics (Dodd & Campbell,

2011; Sivek, 2013; Jones, 2013). This research is relevant to our own research because it

establishes a beginning point of reference and will allow us to identify previous marketing

trends. After gaining this understanding, it becomes clear that there is still much room for

improvement in terms of using Snapchat to reach millennials on a much broader scale.

While marketing strategies are clearly prevalent on any social media outlet, there is still

much room for improvement in terms of engaging millennials. Dodd and Campbell (2011)

gathered research on the various perceptions of social media use held by public relations

practitioners and millennials in terms of marketing strategies. They found that while public

relations practitioners currently understand how to use traditional forms of blogging to reach

millennials, they are still underutilizing many other forms of social media. This includes micro-

blogging sites like Twitter, video-sharing sites like Youtube, in addition to Facebook, Instagram,

and Snapchat. Practitioners have a general understanding of the importance of using these sites

to engage millennials, but are overlooking many of their capabilities. Dodd and Campbell

emphasize the fact that millennials make up the largest demographic in the United States, thus it

is important to figure out the most effective strategies for engaging this group.

Sivek (2013) examined the use of social media, specifically Twitter, by locally-based

magazines. The research findings determined that while magazines are not utilizing Twitter to

its maximum potential, the magazines are mainly using the website to distribute news regarding

local food and entertainment. In addition, Sivek discovered that social media has allowed city

magazines to engage their audience on a daily and weekly basis, rather than only being able to

deliver content on a monthly schedule. The use of hashtags also allowed these magazines to

deliver their content to a geographically widespread audience. Lastly, Sivek found that if a

magazine had a larger print distribution and tweeted regularly, the magazine was more likely to

attract more Twitter followers.

Jones (2013) observed the different features used in Twitter exchanges by assessing

public archives of Twitter during the 2009 Health care debate that took place in the United States

to better understand how the social media platform’s structure impacts user’s interactions with

one another and how they communicate. The findings from the study concluded that the hashtag

was the most commonly used feature on Twitter, as they were present in more than of the tweets.

The researcher found that participants preferred twitter exchanges that allowed them to connect

with others using the social network. Specifically, the hashtag allows individuals to find other

tweets related to their tag’s topic, word, or phrase. This further conveys that individuals are

interested in interacting with others on any given issue, subject, or interest that are included in

tweets with that hashtag.

In conclusion, it is apparent that millennials expect an increased use of social media in

current marketing strategies because this makes the content much more accessible to this

generation. Current social media tools that exist, such as the hashtag, allow marketing messages

to become widespread and effective.

Consumer influence

Many studies have proven that consumers have a higher level of influence on one another

than marketing messages delivered directly from marketers do (Schramm & Knoll, 2015). This

idea guides our research because it exposes the fact that companies using Snapchat to market

content to millennials need to use tactics that encourage these individuals to share content with

Snapchat “friends.” This process will urge millennials to become active recipients of marketing

messages rather than having them passively receive these messages, which will result in higher

levels of exposure to content.

Schramm and Knoll (2015) sought to discover how user generated content on social

media influences individuals’ attitudes towards products, their intensions to purchase the

product, and the likelihood that individuals will recommend the product to others. The

researchers discovered that recipients of user-generated content are more likely to purchase and

recommend a product being advertised when they share some kind of established group

association or involvement with the source producing the user-generated content. The

researchers also found that the social influence in which user-generated content had over

recipients did not rely on the presence of pre-existing interpersonal relationship between users

providing that the mutual group association was present and recognized.

In conclusion, users of social media sites are engaging with marketing content and with

this, are able to influence the effectiveness of these marketing messages. Through the sharing of

content and the creation of new content in which comments on a news story, product, or ideal

itself, consumers are able to assume a causal relationship in the area of marketing.

Sharing of content across social media networks

Researchers have studied the reasons behind why individuals share content on various

social media platforms and the effect this process has on consumer influence (Buzzetto-More,

2013; Lis & Schulz, 2014). These studies guide our research because they provide framework

for the importance of using marketing messages to create conversation among millennials. This

concept is much more effective when using Snapchat because the app’s images and videos

capture millennials’ short attention span and preference for graphics over text.

Buzzetto-More (2013) observed how the consumer affects others’ attitudes towards

brands and products when the consumer takes on the role of a persuading agent. The researcher

found that participants admitted to following and recommending their preferred brands or

companies on different types of social media. Buzzetto-More also discovered that the most

effective practice of social marketing is word of mouth marketing.

Buzzetto-More (2013) also examined how recommendations and product reviews

influenced the attitudes of others when shared over social media by a friend or peer. The

researcher found that individuals were very likely to purchase products as a result of positive

reinforcement of the brand from others over social media.

Lis and Schulz (2014) reinforced this idea when analyzing the various factors that

determined whether a consumer does or does not forward a viral marketing message on social

media. They found that if the extent of brand experience and relative involvement is higher, then

the likelihood of an individual to forward the viral marketing message increases. In addition, if

an individual’s attitude towards a brand is positive, then the individual is more likely to forward

the viral message.

In conclusion, individuals are more positively affected by marketing messages from other

social media users because these sources are deemed more credible than marketing companies

and news outlets. In addition, if an individual does not feel personally invested in a product or

idea, he or she will be less inclined to share the associated marketing message.

Although traditional social media marketing strategies have been studied, there still needs

to be more research provided specifically on how Snapchat has become a new social media

platform for influencing millennials. Our work will seek to discover how Snapchat users use the

app’s features to share their own or others’ generated content. Ultimately, we will examine how

marketing practitioners may take current social media practices and tailor them to Snapchat’s

functions.

We believe that Snapchat possesses the communication style that best appeals to

millennials. As the app is becoming a more frequently used social media platform for

millennials, we would like to examine the likelihood Snapchat poses for individuals’ exposure to

certain products, news stories, and ideals. We have developed the following hypotheses in order

to evaluate the effectiveness of Snapchat’s features in current marketing practices.

Methodology

The methodology we will be using to conduct our research is the quantitative method.

Our reason for selecting this approach is because we want to explore how millennials are using

Snapchat and how effective this is for marketing practitioners. We will be looking for how the

different features in Snapchat influence millennials perception, attitude or beliefs through the

content being marketed. Marketing effectiveness will be defined by any causal relationship

where the content draws in the user by capturing their attention. We will study what initially

draws users to particular publications by considering the publication names, icons, visuals within

the stories, as well as the nature of the stories. We will then explore what causes users to

subsequently share certain content to other users using the ‘tap and share’ feature.

Millennials use different Snapchat features in order to stay informed on current events.

This hypothesis reinforces uses and gratifications theory because it dictates why millennials are

choosing to be exposed to certain Snapchat functions. In addition, this hypothesis goes a step

further because it seeks to discover whether or not millennials believe they are more informed on

the latest news stories due to content released on Snapchat.

Millennials perceive content shared among users as most influential.

This hypothesis will guide our research by allowing us to analyze what influences millennials to

share content with other users. By studying the reasons why, we will be able to analyze which

marketing messages are interpreted as most effective and worthy of being shared. In addition,

this will aid us in discovering which content area is most popular among millennials.

Participants

We will be delivering our survey to millennial Snapchat users. The criteria for participant

selection will require that every individual partaking in the study will be a college-aged student

who has basic knowledge of Snapchat at minimum.

Procedure

According to personal communication, a survey is an instrument that enables researchers

to run statistical analysis to obtain the strength of certain attitudes and experiences. For the

purpose of this research study, the survey will be distributed to a group of students, specifically

ones who have a Snapchat account, in the Communication Studies program at Longwood

University.

The general areas of experience that the survey questions focus upon include millennials use

of Snapchat to stay informed on current events, the factors that influence consumers to share

content with other users, and the effectiveness of marketing messages regarding products using

Snapchat.

H1: Millennials perceive content shared among users as most influential. The independent

variable is content shared among users and the dependent variable is the level of influence.

We will study what initially draws users to particular publications by considering the

publication names, icons, visuals within the stories, as well as the nature of the stories. We will

then explore what causes users to subsequently share certain content to other users using the ‘tap

and share’ feature.

Using the correlation method, we will measure the positive relationship between the level of

exposure to Snapchat’s content and the level of influence or awareness this content has on

millennials. We have selected exposure level and influence/awareness level as the variables that

are to be studied because they will allow us to discover exactly how millennials are using the

app’s marketing functions. In addition, these variables encompass both aspects of our

hypotheses and will further guide our study.

This hypothesis will guide our research by allowing us to analyze what influences millennials

to share content with other users. By studying the reasons why, we will be able to analyze which

marketing messages are interpreted as most effective and worthy of being shared. In addition,

this will also aid us in discovering which content area is most popular among millennials.

Conclusion

It is essential that more research be conducted on Snapchat’s marketing potential as it

becomes abundantly clear that older social netowrks like Facebook and Twitter are becoming

outdated and cluttered. Snapchat’s innovative features and functions help to keep millennials

informed on the latest news and products, thus creating more active and responsible citizens. We

will accomplish this goal by studying how engaged millennials currently feel when using

Snapchat. This will be a comparison point that will allow us to discover what methods can be

used to effectively encourage millennials to seek out content released on the app.

References

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Appendix A

A. Preliminary Survey

Sample survey questions:

1. How many times do you check the Discover tab on Snapchat to stay informed on current

events?

a. Multiple times a day

b. Once a day

c. Every few days

d. Weekly

e. About once a month

f. Never

This question will inform us on whether or not these new Snapchat features are

effectively marketing to millennial users or if they are unaffected by the content.

2. Are you exposed more to content shared by others or content released by media outlets on

Snapchat?

a. Equal exposure to both options

b. Content shared by others

c. Content released by media outlets

d. Exposed to neither option

This question will guide our research by dictating whether millennial users are more

likely to actively seek out content on the app or passively receive content.