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Why Snapchat is a burgeoning marketing channel

Snapchat is the fastest growing social app on the market, and some marketers have figured out how to take advantage of this fact – have you?

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Snapchat and your brand

If your brand in any way appeals to teenagers, you may want to seriously consider marketing through Snapchat. According to a recent Global Web Index report, Snapchat is the fastest growing social app on the market, and over 50% of its users are between the ages of 16 and 24.

Snapchat is a mobile app that allows users to send short captioned photo or video messages to a friend. Unlike a regular text message, a Snapchat message self-destructs after viewing, vanishing without a trace from the receiver’s device.

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At first, the ephemerality of the messages appealed to privacy-conscious users looking for an alternative to other messengers and social media sites like Facebook. Yet marketing experts are finding that modern teenagers are not heavily concerned with privacy, and are drawn to use Snapchat because it’s fun, free and because all of their friends are doing it.

Only one in three of survey respondents said that they preferred the app as a “more private” alternative to other social networks, while 69 percent simply use the app because it’s fun, another 54 percent because it’s free, and 62% because their friends are using it.

How you can use this information

Snapchat may be a great way to reach the teen market, especially by offering exclusive content. For example, Madonna has taken to releasing her videos on Snapchat. The Global Web Index survey asked teens to describe the role the Snapchat brand plays in their lives. Teens responded that the app is primarily a source of entertainment, but that they also appreciate informative information about other brands, making Snapchat a potentially fruitful arena for marketing.

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GWI does point out that while SnapChat is extremely popular in some markets, only 14 percent of teens are using it globally. They recommend focusing marketing campaigns in countries where teen use of the app exceeds 30%, including the UK, Ireland, Sweden, Canada, and the US.

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Ellen Vessels, a Staff Writer at The American Genius, is respected for their wide range of work, with a focus on generational marketing and business trends. Ellen is also a performance artist when not writing, and has a passion for sustainability, social justice, and the arts.

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