snapchat: how to make disappearing content leave a lasting impression on mobile millennials - adam...

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  1. 1. We help brands create entertaining branded content specifically designed for social distribution across multiple platforms.
  2. 2. Matching you with the perfect social influencers PopShorts uses proprietary tools to match brands with influencers to ensure campaigns have an authentic voice and target the desired audience. 95% match Age 18-35 >1M followers Fashion enthusiast Musician Big-brand experience 97% match Age 18-35 >1M followers Hispanic Musician Big-brand experience Clients: and Actual example.
  3. 3. Polling the audience 1) How many of you use Snapchat, for personal use? Monthly? Weekly? Daily? 2) How about as a brand? 3) As a brand, does it concern you that content disappears? 4) What are the biggest challenges Snapchat poses to you as a brand? 5) How many of you would have sold out to Mark Zuckerberg for $3B?
  4. 4. The Abnormal Growth of Snapchat
  5. 5. Snapchat by the numbers 100M+ DAU (Tech Times) 65% of users create content daily (Adweek) Est. 155M MAU 2 billion story views daily (Business Insider) 70% of Snapchat users are women (WSJ) 18% penetration amongst US social media users (eMarketer) 71% of Snapchat users are under 25 years old. (Adweek)
  6. 6. Digging deeper into college love for Snapchat (via Sumpto)
  7. 7. Why Millennials Snapchat
  8. 8. Why do teens love Snapchat? There aren't likes you have to worry about or commentsits all taken away. Snapchat has a lot less social pressure attached to it. Andrew Watts, 19 I highly recommend reading his entire article titled A Teenagers View on Social Media. Written by an actual teen. https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6
  9. 9. You post the best, posed pictures you took with your friends at the party with a few candids (definitely no alcohol in these photos).
  10. 10. You post the most awesome photo of the night.
  11. 11. You post yourself getting ready for the party, going to the party, having fun at the party, leaving at the end of the party, getting food after the party, and waking up the morning after the party.
  12. 12. Talking Snap with Kevin Jonas
  13. 13. Snapchat Influencers: Celebs @rihanna @kylizzlemynizzl @ryanseacrest
  14. 14. Snapchat Influencers: Cross-Platform Social Personalities @brittanyfurlan @jeromejarre @caseyneistat
  15. 15. Snapchat Influencers: Artists (creating Snapterpieces) @shonduras @cyreneq @mplatco
  16. 16. Real, Engaging, Branded Snapchat Stories
  17. 17. Challenge: Walt Disney World wanted to join the Snapchat conversation in a magical way. Solution: Disney brought in Snapchat artists and influencers Mplatco and Shonduras to live Snap for a full 24 hours from within the Walt Disney parks.
  18. 18. Results: 50k+ followers in just 24 hours. Hugely positive fan response.
  19. 19. Solution: The MLS Hosted a Snap Off each week between popular Snapchat artists. Vs Challenge: The MLS wanted to raise their social profile during the playoffs.
  20. 20. Challenge: The Voice wanted to do something special for their fans on Valentines Day. Solution: TheVoice Snapped fans back individually with a special Valentines message from their #VoiceValentine.
  21. 21. Challenge: Fox wanted to create an engaging story for Ice Age fans on Snapchat. Solution: We created a unique Story for Ice Age using the tap functionality of Snapchat.
  22. 22. Snapchat Discover
  23. 23. About Snapchat Discover - You can work with any of 9 digital publishers. - They include ESPN, Vice and the Food Network. - More publishers are in talks with Snapchat. - Users need to swipe to see new content. - Its still early days theyre experimenting. - Sharing is limited to Snapchat Discover.
  24. 24. Creating Discover Content That Users Want To Share Give users an image they can decorate with an emoji. Taken from Adweek: http://www.adweek.com/news/technology/7-ways-get-people-share- your-snapchat-messages-even-ads-165002
  25. 25. Creating Discover Content That Users Want To Share Have users fill in the blank. Have fun with guacamole and lists, two things people love. Imagine what their first hit record would be called.
  26. 26. Creating Discover Content That Users Want To Share Users can circle their current moods as expressed by Beyonc lyrics. Come up with funny names for a boat. Dialog bubbles are fun to fill in when the subject is The White Stripes.
  27. 27. Overcoming Snapchats Limitations
  28. 28. Overcoming Snapchats Limitations Problem: Its hard to build a large following with disappearing content.
  29. 29. Problem: Its hard to build a large following with disappearing content. Solution: Plan out your Snapchat stories, then cross-promote them heavily on your other social channels. And save your Snaps! Post one of the best Snaps (or a collage of Snaps) to Instagram, or Tumblr, or make a video of your stories and share them to YouTube and Facebook. Overcoming Snapchats Limitations
  30. 30. Problem: No clickable links makes it hard to prove an ROI or track success. Overcoming Snapchats Limitations
  31. 31. Problem: No clickable links makes it hard to prove an ROI or track success. Solution: You can try providing Snapchat-only promo codes to see if they convert for you. However, your goal should be to optimize engagement, rather than to convert people directly from Snapchat. Drop-off - 31.31% - 1.49% - 2.76% - 1.43% Overcoming Snapchats Limitations
  32. 32. Problem: Minimum spend is $750k per day to advertise with Snapchat. Overcoming Snapchats Limitations
  33. 33. Problem: Minimum spend is $750k per day to advertise with Snapchat. Overcoming Snapchats Limitations
  34. 34. Problem: Minimum spend is $750k per day to advertise with Snapchat. Solution: Thats not the case anymore. Snapchat now offers the ability to advertise on Discover. The rates are said to go from $0.02 to $0.15 per open (for a 10 second video ad), and can accommodate budgets from around $50k to $500k per day. Overcoming Snapchats Limitations
  35. 35. Problem: Snapchat Discover doesnt allow for my brand to tell a complete story. Overcoming Snapchats Limitations
  36. 36. Problem: Snapchat Discover doesnt allow for my brand to tell a complete story. Solution: Work with influencers. They can help you reach millions of engaged Snapchat users with a manageable budget. Overcoming Snapchats Limitations
  37. 37. Thank you for joining us! Key Takeaways Be authentic. Create content specifically for Snapchat. Provide entertainment value to your audience. Cross-promote. Cross-promote. Cross-promote. Interact with your fans. Open their snaps and reply; dont leave them hanging. Get creative. Give your fans a reason to want to watch your stories. Have fun with it. Snapchat doesnt require perfection.