Connect with us

Business Marketing

How Snapchat earns over $1M a day on just one lil’ feature

(SOCIAL MEDIA) Marketers are jumping on the bandwagon, giving Snapchat more and more money – but what little feature rakes in so much cash!?

Published

on

snapchat 3d filters

Although Snapchat is still struggling to net a profit, they make a million dollars a day with branded AR lenses. If Snapchat can remain crazy popular with its users, this may help the company get out of its revenue slump.

Snapchat’s shares dropped 22 percent since their March IPO, and their Q3 earnings saw a revenue loss of $0.14 per share with the slowest user growth ever. But there’s still growth, and Snap has never really been profit focused anyways.

CEO Evan Spiegel certainly isn’t worried, publicly at least. Spiegel’s product strategies have been mirrored by Facebook and Instagram, and a huge chunk of teens prefer Snapchat over these other social media giants.

Which is why Snapchat can charge upwards of one million dollars a day for augmented reality lenses. Snap’s popularity, especially among teens and young adults with disposable income and social influence, bodes well with media agencies.

AR lenses are one of many features offered on Snapchat, allowing users to superimpose augmented reality images on pictures and videos. If you’ve spent any amount of time on the internet, the dancing hotdog is a testament to how easily an AR lens can turn into a meme.

In September, Snapchat introduced sponsored 3D World Lenses, giving advertisers the opportunity to feature targeted campaigns on the platform. Bladerunner 2049 was the first campaign at the launch, and since then Budweiser, BMW, and McDonalds have jumped on the bandwagon.

Pricing varies depending on when the lens goes live, if it’s a “premium” day like a holiday or anticipated movie release, and the targeting criteria of the agency. If a lens is specific to a region, for example, it’s not going to cost as much as a nationwide campaign.

In a report from Digiday, one NYC-based ad executive stated AR lenses are currently Snap’s most expensive ad product, and for some agencies it’s offered as a standalone purchase. Others reported Snapchat offered a “holistic media-buying plan,” including stickers and filters as well as AR lenses.

James Douglas, SVP and Executive Director of social media for Society explained Snapchat Ads are all about media negotiation, with some of his clients signing annual media contracts, while others may try out shorter stints.

“If it’s a well-known consumer packaged goods company, Snapchat may quote $200,000 for an AR lens, but not on a premium day,” he stated. “Snapchat is very flexible to negotiate media investments with agencies, and I like that.”

According to a Snapchat spokesperson, the base price for a 3D lens running up to 12 months is $300,000. However, the final price depends on if the lens is based on audience impressions or a national takeover on a premium day.

While the AR lenses are not necessarily driving sales for featured brands, users are completely engaged with lenses. Featured lenses are widely shared among users, and screenshots of particularly popular, interesting, or funny lenses end ups shared on other social media platforms.

Even if the lens is being mocked, that still leads to impressions since ultimately the ad is being spread when people send Snaps to friends and feature lenses in Snapchat Stories.

Right now, Snapchat is doing all the engineering for AR lenses. Agencies provide the ad assets and Snapchat creates the lens. Future plans involve opening up creation to select brands, as Spiegel announced in November.

Snapchat is testing a pilot program with Lens Studio, a self-service toolkit allowing advertisers to create their own lenses in as little as an hour. Eventually Snap plans on offering the AR toolkit to advertisers for free, but for now it’s only available to top clients.

Lindsay is an editor for The American Genius with a Communication Studies degree and English minor from Southwestern University. Lindsay is interested in social interactions across and through various media, particularly television, and will gladly hyper-analyze cartoons and comics with anyone, cats included.

Business Marketing

How Instagram’s latest redesign is more sinister than it seems

(MARKETING) Instagram’s latest updates have all but repurposed the app into an online mall – one that tracks everything you see, say, and buy on it.

Published

on

Woman in hijab taking photo on her smartphone for Instagram, affected by the redesign.

Instagram started the new year off with a makeover in their latest redesign. The notifications button teleported to the top of the screen in the app’s new design, and now the “Shopping” button is in its place.

It’s a subtle yet insidious switch. You’re much more likely to select the marketplace out of habit, by accident, when searching your next dose of online validation.

The app has always been a vital tool for artists, craftspeople, and small businesses to promote their work — including myself. And the new redesign is intended to boost the visibility of those groups. At least, that’s Instagram’s argument.

In an article for The Conversation, Nazanin Andalibi of the University of Michigan School of Information provides a glimpse of what’s going on behind the scenes.

“By choosing to make the Shop tab central to its platform,” she writes, “Instagram is sending its users a message: This platform is a business, and interactions on this platform are going to be commodified.”

As an advertiser, Instagram’s popularity has exploded in the last decade. Even big pharma is in on the surge, with seventy pharmaceutical companies purchasing ads on the app in 2020. (That made it the fastest growing pharma advertiser of the year.)

As we know, Instagram not only runs ads, but also uses user information to filter who sees what advertisements. Now, shopping is explicitly a central function of the app. It sometimes feels like a digital mall… And that’s not really what people signed up for.

I’ve had my account for since I was a teenager, and the experience I have using the app today is totally different from what it once was. For one, it’s increasingly difficult to differentiate paid ads from regular user content on Instagram.

And second, I use Instagram to promote my work, but I don’t feel comfortable sharing personal details about myself anymore.

Because, to use Anadalibi’s words: “Sharing or seeking information about a difficult, personal experience on a social media platform and then having the platform capitalize on an algorithmic understanding of the experience–which might or might not be accurate–is problematic.”

That goes doubly so for youth, who may not be fully aware of that engineering.

For instance, a teenager searching for body positive posts might receive personalized ad results for weight loss programs. A human would probably realize that’s an inappropriate, even triggering suggestion. But algorithms don’t think that way.

Alongside the redesign update, Instagram has also faces recent criticism for their Community Guidelines, which prevent suggestive and explicit images and speech.

And whether you agree with the guidelines or not, don’t be fooled. Instagram isn’t concerned with uplifting its creators, or protecting its young users. Their only goal is protecting their new bottom line, and staying as ad-friendly as possible.

Continue Reading

Business Marketing

Ghost Reply has us asking: Should you shame a recruiter who ghosted you?

(BUSINESS MARKETING) Ghost Reply will send an anonymous “kind reminder” to recruiters who ghost job candidates, but is the sweet taste of temporary catharsis worth it?

Published

on

Stressed woman at a laptop with hands on head, considering if she should send a Ghost Reply.

People hate to get “ghosted” in any situation, personal or professional. But for job seekers who may already be struggling with self-esteem, it can be particularly devastating. Ghost Reply is a new online service that will help you compose and send an email nudge to the ghoster, sending a “kind reminder” telling them how unprofessional it is to leave someone hanging like that.

Ghost Reply wants to help you reach catharsis in all of this stressful mess of finding a job. Almost all of the problems and feelings are compounded by this confounded pandemic that has decimated areas of the workforce and taken jobs and threatened people’s financial security. It is understandable to want to lash out at those in power, and sending a Ghost Reply email to the recruiter or HR person may make you feel better in the short term.

In the long run, though, will it solve anything? Ghost Reply suggests it may make the HR person or recruiter reevaluate their hiring processes, indicating this type of email may help them see the error of their ways and start replying to all potential candidates. If it helps them reassess and be more considerate in the future and helps you find closure in the application/interview process, that would be the ideal outcome on all fronts. It is not likely this will happen, though.

The Ghost Reply sample email has the subject line “You have a message from a candidate!” Then it begins, “Hi, (name), You’re receiving this email because a past candidate feels like you ghosted them unfairly.” It then has a space for said candidate to add on any personal notes regarding the recruiter or process while remaining anonymous.

I get it. It’s upsetting to have someone disappear after you’ve spent time and energy applying, possibly even interviewing, only to hear nothing but crickets back from the recruiter or HR person you interacted with. It’s happened to me more than once, and it’s no bueno. We all want to be seen. We all want to be valued. Ghosting is hurtful. The frustration and disappointment, even anger, that you feel is certainly relatable. According to several sources, being ghosted after applying for a job is one of the top complaints from job seekers on the market today.

Will an anonymous, passive-aggressive email achieve your end? Will the chastened company representative suddenly have a lightbulb go off over their heads, creating a wave of change in company policy? I don’t see it. The first sentence of the sample email, in fact, is not going to be well received by HR.

When you start talking about what’s “unfair,” most HR people will tune out immediately. That kind of language in itself is unprofessional and is a red flag to many people. Once you work at a company and know its culture and have built relationships, then, maybe, just maybe, can you start talking about your work-related feelings. I believe in talking about our feelings, but rarely is a work scenario the best place to do so (I speak from experience). Calling it unprofessional is better, less about you and more about the other person’s behavior.

However, it’s unclear how productive Ghost Reply actually is. Or how anonymous, frankly. By process of deduction, the recipient of the email may be able to figure out who sent it, if it even makes it through the company’s spam filters. Even if they cannot pinpoint the exact person, it may cast doubts on several applicants or leave a bad taste in the recruiter’s mouth. It sounds like sour grapes, which is never a good thing.

There may be any number of reasons you didn’t get the job offer or interview, and they may or may not have something to do with you. Recruiters answer your burning questions, including why you may have been ghosted in this recent article in The American Genius.

Ultimately, you will never know why they ghosted you. If it makes you feel better or at least see the issue from both sides, the amount of job candidates ghosting recruiters after applying and even interviewing is equally high. Some people simply either have awful time management skills or awful manners, and at the end of the day, there’s not much you can do about that.

Focus on your own survival while job hunting, instead of these disappointing moments or the person who ghosts you. It will serve you better in the long run than some anonymous revenge email. There are other ways to deal with your frustration and anger when you do get ghosted, though. Try the classic punching your pillow. Try taking a walk around the block. If it helps to put your frustration into words, and it very well may, then do so. Write it on a piece of paper, then burn it. Or type it all in an email and delete it. For your own sake, do NOT put their email address in the “To” line, lest you accidentally hit “Send.”

The sooner you can let it go, the sooner you can move on to finding a better job fit for you.

Continue Reading

Business Marketing

Free shipping is everywhere… how can small businesses keep up?

[BUSINESS MARKETING] Would you rather pay less but still pay for shipping, or pay more with free shipping? They may cost the same, but one appeals more than the other.

Published

on

Person standing over pacakge, sealing with masking tape.

When it comes to competing with huge corporations like Amazon, there are plenty of hurdles that smaller businesses have to cross. Corporations can (and do) undercut the competition, not to mention garner a much larger marketing reach than most small businesses could ever dream of achieving. But this time, we want to focus on something that most people have probably chosen recently: Free shipping.

How important is free shipping to consumers? Well, in a 2018 survey, Internet Retailer discovered that over 50% of respondents said that free shipping was the most important part of online shopping. In fact, when given a choice between fast or costless shipping, a whopping 88% of those surveyed chose the latter option.

Part of this has to do with the fact that shipping costs are often perceived as additional fees, not unlike taxes or a processing fee. In fact, according to Ravi Dhar, director of Yale’s Center for Customer Insights, if it’s between a discounted item with a shipping fee or a marked up item with free shipping, individuals are more likely to choose the latter – even if both options cost exactly the same amount.

If you’re interested in learning more, Dhar refers to the economic principle of “pain of paying,” but the short answer is simply that humans are weird.

So, how do you recapture the business of an audience that’s obsessed with free shipping?

The knee jerk reaction is to simply provide better products that the competition. And sure, that works… to some extent. Unfortunately, in a world where algorithms can have a large effect on business, making quality products might not always cut it. For instance, Etsy recently implemented a change in algorithm to prioritize sellers that offer free shipping.

Another solution is to eat the costs and offer free shipping, but unless that creates a massive increase in products sold, you’re going to end up with lower profits. This might work if it’s between lower profits and none, but it’s certainly not ideal. That’s why many sellers have started to include shipping prices in the product’s overall price – instead of a $20 necklace with $5 shipping, a seller would offer a $25 necklace with free shipping.

This is a tactic that the big businesses use and it works. If you can’t beat ‘em, join ‘em, right?

That said, not everyone can join in. Maybe, for instance, a product is too big to reasonably merge shipping and product prices. If, for whatever reason, you can’t join in, it’s also worth finding a niche audience and pushing a marketing campaign. What do you offer that might be more attractive than the alluring free shipping? Are you eco-friendly? Do you provide handmade goods? Whatever it is that makes your business special, capitalize on it.

Finally, if you’re feeling down about the free shipping predicament, remember that corporations have access to other tricks. Amazon’s “free” prime shipping comes at an annual cost. Wal-Mart can take a hit when item pricing doesn’t work out. Even if your business isn’t doing as well as you hoped, take heart: You’re facing giants.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!