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Snapchat has become a marketer’s dream [stats]

Snapchat has grown in relevance and is no longer just for the teens. Start thinking of how YOU will stand out.

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Snapchat isn’t just for kids anymore

Snapchat has been competing for a relevant foothold in the social media realm, ever since its release four years ago. And although they have close to 200 million monthly users, they’re up against some heavy hitters, especially Facebook, who is constantly evolving, improving, and finding ways to further demand advertiser’s money. In an effort to keep up, Snapchat has worked aggressively to become more visible as a content platform, and decided just last month, to restructure their marketing plan.

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Sponsored lenses, QR codes, and product partnerships are just a few of these content efforts, however, advertisers are still skeptical, and aren’t exactly confident Snapchat can stay afloat; especially in such a continuously developing and competitive market. And though the concerns are valid, advertisers and companies alike are overlooking user trends that may very well help Snapchat, reemerge as the competitive content platform they desire.

Huge success with Snapchat stories

According to these trends, 37% of users are creating and/or viewing a story: which is around 55.5 million people. In order to understand the magnitude of that, let’s first discuss Sprite, and the huge success they’ve had with Snapchat stories.

For the first time in Snapchat history, they partnered with Sprite to print 15 different codes on various cans in Brazil; the codes gave consumers the chance to connect and watch celebrities’ stories, and in just a few days, received over 2 million views. What better way to increase visibility for a company, than to expose your brand to the 55.5 million people who like to watch stories every single day?

A pool of millions of people to tap into

Additionally, 60% use it as a messaging app, 51% to send photos, and 39% to send a video. That’s a possible 90 million people to target with a well crafted messaging campaign, 76.5 million for a captivating photo campaign and 58.5 million for brand heavy videos; all amazing sample sizes to target.

However, what do these numbers mean to entrepreneurs and small businesses everywhere? Because unfortunately, not many of us can afford to invest the same amount of money for a Snapchat campaign, that a $56.1-billion-dollar company like Coca Cola did. But, have no fear, the answers are in those amazing, aforementioned numbers.

As we all know, a fraction of a very large number, is still a large number. So, receiving a small fraction of total users (a quarter of almost 200 million, is at least 37,000 people) to watch a short video, or photo, with your brand in it; can catapult your business from a local, word-of-mouth type of business, to an easily recognizable, marketing savvy company.

How to take advantage of the platform

Put together a short video, that’s either really funny, evokes emotion, or is just flat out obnoxious, whichever is consistent with your brand’s culture, as long as it’s captivating. Once you have a cool video, you can then experience the magic that can happen when Facebook, Twitter, or Instagram has a love child with Snapchat.

After you have your video or photo made, you can actually save it from the Snapchat app directly to your device. From there you can post it on your Instagram along with hashtags, user tags, and other brand increasing features; you can do the same on twitter and Facebook, to increase visibility. The magic is endless!

#Snapchat

Lauren Flanigan is a Staff Writer at The American Genius, hailing from the windy hills of Cincinnati, with a degree in Marketing from the University of Cincinnati. She has escaped the hills, and currently resides in Atlanta, where you can almost always find her camping at a Starbucks strategizing on how to take over the world.

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Business Marketing

Pay employees for their time, not only their work

(MARKETING) Yes, you still must pay employees for their time even if they aren’t able to complete their work due to restrictions. Time = Money.

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pay employees for their time

The COVID-19 pandemic has inspired a lot of insightful questions about things like our healthcare system, worldwide containment procedures, and about a billion other things that all deserve well-thought answers.

Unfortunately, it has also led to some of the dumbest questions of all time.

One such question comes courtesy of Comstock Mag, with the inquiry asking whether or not employees who show up on time can be deducted an hour’s pay if the manager shows up an hour later.

From a legal standpoint, Comstock Mag points out that employees participating in such activities are “engaged to wait”, meaning that – while they aren’t necessarily “working” – they are still on the clock and waiting for work to appear; in this case, the aforementioned “work” comes in the form of the manager or supervisor showing up.

In short: if the reason your employees aren’t working is that the precursor to completing the work for which you pay them is inaccessible, you still have to pay them for their time.

Morally, of course, the answer is much simpler: pay your employees for their time, especially if the reason they are unable to complete work is because you (or a subordinate) didn’t make it to work at the right time.

Certainly, you might be able to justify sending all of your employees home early if you run into something like a technology snag or a hiccup in the processes which make it possible for them to do their jobs – that would mean your employees were no longer engaged to wait, thus removing your legal obligation to continue paying them.

Then again, the moral question of whether or not cutting your employees’ hours comes into play here. It’s understandable that funds would be tight for the time being, but docking employees an hour of their work here or there due to problems that no one can control may cause them to resent you down the line when you need their support in return.

The real problem with this question is that, despite most people knowing that the answer should always be “pay them”, the sheer number of people working from home in the wake of worldwide closures and social distancing could muddy the water in terms of what constitutes the difference between being engaged to wait and simply burning time.

For example, an employee who is waiting for a meeting to start still fits the bill of “engaged to wait” even if the meeting software takes an extra half hour to kick in (or, worse yet, the meeting never happens), and docking them pay for timecard issues or other extenuating factors that keep them from their work is similarly disingenuous – and illegal.

There are a lot of unknowns these days, but basic human decency should never be up for debate – especially now.

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Business Marketing

Cooler temps mean restaurants have to get creative to survive

(MARKETING) With winter approaching, restaurants are starting to find creative and sustainable ways to keep customers coming in… and warm.

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Outdoor eating at restaurants grows in popularity.

Over the last decade we have seen a change in the approach to clientele experiences in the restaurant business. It’s no longer just about how good your food is, although that is still key. Now you have to give your customers an experience to remember. There are now restaurants that feed you in the dark, and others who require you to check all your clothes at the door. Each of these provides an experience to remember alongside food that ranges from good to exquisite, depending on your taste.

Now, however, the global pandemic has rearranged how we think about dining. We can no longer just shove people into a building and create a delectable meal. If you’ve relied mostly on people coming into your restaurant, you may struggle to survive now.

The new rules of keeping clients safe means setting things up outside is the easiest means of keeping large numbers of them from crowding inside. Because of this, weather has become a key influence in a company’s daily income. Tents that were a gimmick before, only needed by presumptuous millennials, are now a requirement to keep afloat. People are rushing to make their yards into lawns that bring some in some fancy feeling.

The ties to the sun in some areas are so strong that cloudy days have been shown to drop attendance as much as 14% for the day. This will become the more apparent the colder it gets. For me, I always mention hibernation weight in the winter, when all I want to do is curl up and eat at home. Down here in Texas we are already finding cooler weather, drops into the 70s even in August and September. We are all assuming a cold winter ahead. So, a bit of foresight is finding a means of keeping your guests warm for the winter ahead.

San Francisco restaurants have started with heat lamps during their cooler evenings. Fiberglass igloos have also been added to outdoor seating as a means of temperature control. A few places down in the Lonestar state keep roaring fires going for their outdoor activities. While others actually keep you running in between beverages by encouraging volleyball matches. This is the new future ahead of us, and being memorable is the way to go.

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Business Marketing

Canva is catching on to content trends, launches in-app video editor

(MARKETING) Canva launches an in-platform video editor, allowing access to their extensive library of assets and animations to create high-quality videos

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African American woman working on Canva Video Editor Desktop in office setting.

Video content consumption is on the rise, and the graphic design platform, Canva, took note of it. The $40 billion Australian startup has entered the video business and announced the launch of its video editor, Canva Video Suite.

The end-to-end video editor is an easy-to-use platform that anyone, no matter the skill level, can create, edit, and record high-quality videos. Best of all, it’s free, and it’s available on both desktop and mobile platforms.

The tool has hundreds of editable templates that you can use to create videos for several online platforms like TikTok, YouTube, Instagram, and Facebook. Some templates can be used to create workplace and business videos, while other templates are perfect for personal videos. There are playful themes you can use to create that spooky video just in time for Halloween or make a laugh-out-loud video to send to your best friend! With a wide range of selections, in no time you’ll start creating your very own video masterpiece with Canva.

Caucasian man holding iPhone showing Canva video editor on mobile.

What else does the video software offer and what can you do with it? Well, let me tell you:

Collaborate in real-time

Having everyone on the same page is important and Canva’s video suite takes that into account. To collaborate with others, you simply send them an invite, and together you can edit videos, manage assets, and leave comments to give your input.

Video timeline editing and in-app recording

Similar to building presentation slides, Canva’s scene-based editor simplifies video editing by using a timeline approach. With it, you can quickly reorder, crop, trim, and splice your videos. Also, users don’t need to leave the platform to record that last-minute shot; within the app, you can shoot and record yourself from a camera or a screen.

Library of assets

The video editor is filled with an array of watermark-free stock footage, icons, images, illustrations, and even audio tracks that you can choose from – but if you really need something that is not on their platform – you can upload your own image, video, or audio track.

Animate with ease

Although still in the process of being released, soon you will be able to add animations of both text and visual elements in just a few simple clicks. Among others, animation presets that fade, pan, and tumble will help you transform your video and take it to a whole other level.

Overall, Canva Video Suite is very intuitive and has all the essential things you need to create a video. And by streamlining the video creation process, Canva is ensuring it enters the video marketplace with a bang.

“One of Canva’s guiding principles is to make complex things simple, and our new Video Suite will allow everyone to unlock the power of video, whether that’s to market their business, make engaging social posts, or express their creativity,” said Rob Kawalsky, Head of Product at Canva.

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