Snapchat Separates the “Social” (friends) from the “Media” (publishers)
Snapchat just launched a huge redesign today. They officially, according to their CEO in the video below, separated “social” from “media”. Check out the video demo here:
Here’s an official statement from Snap:
Until now, social media has always mixed photos and videos from your friends with content from publishers and creators. While blurring the lines between professional content creators and your friends has been an interesting Internet experiment, it has also produced some strange side-effects (like fake news) and made us feel like we have to perform for our friends rather than just express ourselves.
The new Snapchat separates the social from the media. This means that the Chats and Stories from your friends are on the left side of Snapchat, and the Stories from publishers, creators, and the community are on the right.
With this big change, Snapchat is simultaneously trying to appeal to its loyal users and newbies. We think that there is a lot of potential here. Snapchat may really be on to something…
App Annie just released a report today around Snapchat’s user base and exclusivity. The numbers are very interesting. Here’s a quick graphic of the main highlight (we’ll explain why it matters to marketers/advertisers below):
First off, that data proves that Snapchat users are extremely loyal to Snapchat itself. What does that mean for you? That means that reaching them outside of Snapchat requires working with multiple apps, which can add degrees of difficulty depending on the type of ads and/or content. Moving beyond “audience volume” and more towards factoring in metrics like “audience exclusivity” can help you more effectively and efficiently reach the audiences you want to target.
In short, Snapchat may be the place to be for your brand, depending on your audience and your daily goals.
Snap’s ad targeting capabilities are improving quickly as well. They are rolling out context cards and a new pixel. They are also moving towards a new algorithmic feed which should improve engagement and stimulate growth. CEO Evan Spiegel teased more interesting things in the pipeline as well.
Fun sidenote: Snap just announced the Snap Accelerate program. It’s a program for growth-stage mobile startups where if approved, the startup gets to ad spend, creative assistance, media coupons, and more. Apply here.
Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video
Last updated: November 13, 2017
Snapchat’s Discover section is unique. For the unfamiliar, Discover is made up of daily content produced by professional publishers (think CNN, ESPN, NatGeo, People, New York Times, etc.), exclusive to Snapchat. The content, just likes Snaps themselves, is only available for 24 hours. But Snap, Inc. has a bigger vision for Discover: Snapchat Shows.
Before we dive in to Snapchat Shows, think about the video content you consume on mobile. Twitter is full of GIFs, Instagram is full of memes, Facebook is full of “viral” or political content, YouTube is full of garbage. Yes, you can find great video content on all of these platforms. But Snapchat is aiming to be the premiere hub for mobile video, and their approach is truly a unique one.
It was recently reported that Snapchat is looking for a head of brand integration to develop more branded Snapchat Shows. As we can see, Snapchat is going all in on original content.
Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.
As of now, there are over 30 Shows on Snapchat or in development for Snapchat. Here are some:
The Bachelor: Watch Party – A weekly show on Tuesdays that recaps The Bachelor episode from the previous night – by ABC
The Rundown from E! (NBC just announced this gets 8 Million viewers/episode)
Good Luck America – A Snapchat original show (episode one of the new season had over 6 million viewers)
Game Day – A weekly show on Saturdays during college football season – by ESPN
The Voice – Additional, exclusive content from the network hit – by NBC
The Tonight Show Starring Jimmy Fallon – Additional, exclusive content from the late night show – by NBC
Saturday Night Live – Additional, exclusive content from the comedy sketch show – by NBC
Hungry Hearts with Action Bronson – A reality show about dating – by VICE
Second Chance – An unscripted reality TV drama series – by A+E
Phone Swap – New original dating show from Vertical
SportsCenter (arguably the highest profile Snapchat Show to date) launched a twice-daily show on November 13, 2017
Snap recently announced a deal with Discovery Communications to develop shows for the platform under the Shark Week and Mythbusters properties.
Additionally, MGM Television inked a deal with Snapchat. MGM Television is the first major entertainment studio to sign on as a partner. MGM is involved with popular shows such as Fargo, Survivor, Vikings, and Shark Tank.
Recently, the biggest show of them all premiered: BBC’s Planet Earth II. Planet Earth will also be sponsored by Goldman Sachs, who will be running Snap Ads throughout the episodes.
Raj Mody, vice president of social media at National Geographic (one of Snapchat Discover’s partners), recently told Kerry Flynn at Mashable: “It started out as an experiment, but it’s become really, really real. When you look at our brand we’re a leader in social media and in visual storytelling. The fact that they’re evolving the platform, that’s something that has been enormously helpful.”
Discover has grown to over 40 partners now. And these partners produce more than just the Shows mentioned above. They produce digital magazines, “Editions”, “Our Stories”, and more. In aggregate, this original content on Snapchat is getting hundreds of millions of views per month. Some Discover partners are generating tens of millions in revenue. Vertical Networks’ Discover channel, Brother, now reaches over 1 billion views per month. And that’s not even the largest one.
One of Snapchat’s Originals: Good Luck America
If Snap can continue to build out original content through partnerships, the platform can continue to evolve and be a go-to destination for premium mobile video. Snap has some inherent advantages that will allow them to pursue this venture: being headquartered near Hollywood and the “cool” factor. Snap seems to zig when other social platforms of the past have zagged. It will be interesting to see how this unfolds over time. As we have written before, Snapchat is the future of television. And here at Wallaroo, we believe in Snapchat.
Snapchat is blowing up right now. Their recent IPO filing stated that they have over 160 million daily active users. And these users are HIGHLY engaged. Most users consume every post they see. Snap also announced that their average user spends 25-30 minutes on the app every day. And they command 41% of the coveted 18-34 age demographic. Humans only have enough time to dedicate to 5-7 apps a day, and Snapchat is quickly rising to the top. To stand out on Snap, you must be fun, creative, and engaging. To help get you started, here are 22 creative Snapchat campaigns from different brands to inspire your strategy! Want to get started with Snap Ads? Contact us today!
Taco Bell – Cinco de Mayo
Taco Bell got a lot of press when they created a filter for Cinco de Mayo. Here’s what that looked like:
The filter performed extremely well. It was viewed 224 Million times. That’s an absolutely incredible number. They paid an estimated $750,000 for 24 hours of that filter. That works out to be 0.3 cents per view. Not three cents. Three tenths of one cent! That’s insane. It paid off though. People thoroughly enjoyed playing with the filter and it surely helped increase Taco Bell’s sales.
X-Men: Apocalypse – Movie Promotion
X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!
Sphero from Star Wars – Toy Launch
Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views. Check out one of their stories here:
Working with influencers on Snapchat is a must. They know their followers best and can often help your brand create fun, engaging content that delivers results.
Terminator: Genisys – Movie Promotion
To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.
The MTV VMAs – Behind the Scenes
During the 2015 VMAs, MTV did a Live Story on Snapchat. This allowed anyone in the area to post pictures and videos to that Live Story, for all to see. Celebrities and audience members shared hilarious behind-the-scenes footage onto the story. About 10 million people tuned in to watch the VMAs on TV, and about 12 million people viewed the story on Snapchat! And at a much cheaper production cost.
6. Mondelez – A Candy Competition
Mondelez makes delectable candy bars. To increase brand awareness and sales, they created a competition on Snapchat. To enter the contest you had to snap a photo of their chocolate bar, modify it using Snapchat’s drawing tools, and send it to the TIMEOUTAU Snapchat account. The winner of the competition won $10,000! Mondelez also showcased some of the best creations on a website. Mondelez’s idea to create a microsite to enhance the competition was a great way to increase awareness and increase customer loyalty (and product sales).
GrubHub – Hiring
GrubHub is a cool online food ordering company. They used Snapchat to look for an intern with “Snapchat Skillz”. They used the image sequence below to recruit applicants to grow their company. Very creative!
World Wildlife Fund – #LastSelfie
The World Wildlife Fund used a Snapchat campaign to raise awareness about different endangered species. They came up with the creative #LastSelfie hashtag campaign that also allowed them to promote the cause on other social platforms. Check out the video here:
DJ Khaled – Snapchat All-Star
DJ Khaled is a Snapchat all-star. He’s not your typical brand, but he is increasing his celebrity presence on Snapchat, and brands can learn A TON from what he’s doing on the platform. His snaps are attracting 3-4 million viewers each. He has coined some fun mantras like “bless up” and “keys to wisdom”. His content is extremely shareable. Check out a compilation here:
Burberry – Spring Sneak Peak
To create some extra hype for their Spring 2016 Fashion Show, Burberry revealed their newest line of clothes through a series of snaps. They also produced pictures and videos featuring their designers and models. They also live-snapped the actual show, piggybacking off the hype they previously created.
Major League Soccer – Player Takeovers
MLS dedicated an entire week to Snapchat takeovers. A “takeover” is when someone else takes over and runs your Snapchat account. So each day, MLS handed over their account to a new soccer star. The stars promoted this on their own accounts leading up to their turn, and then created fun, engaging content on the MLS account on their day. Takeovers are a great way to build your Snapchat following.
Target – Holiday Geofilters
Target has been using geofilters around different holiday events. They target these geofilters around their physical stores to help increase brand awareness and sales. This is an easy, fun campaign idea that any brand can use to succeed on Snapchat.
13. Chubbies Shorts – Behind the Scenes
Chubbies Shorts is one of the most engaging brands on Snapchat (and all of social media and email, really). They constantly make me laugh out loud. They have an ongoing Behind the Scenes type campaign going. They mix in giveaways, stop motion, jokes, pranks, and more. They show how to effectively make content fun and memorable on a consistent basis. Check them out!
14. Rocky Horror Picture Show
Fox recently did a remake of the classic, “Rocky Horror Picture Show”. Fox partnered with Snapchat to create a trio of Snapcode activations that went live during the telecast. This is the first time anything like this has ever been done. The two companies partnered directly on this project. Fox ran Snap ads and a custom lens leading up to the telecast, and then offered more on the day of. Take a look below…
15. Netflix and Gilmore Girls
Gilmore Girls is launching four new episodes exclusively on Netflix in a few weeks. To build awareness for the launch, Netflix printed actual cups and distributed a total of 10,000 cups to a group of 200 coffee shops around the country. Each cup had a snap code, and when scanned pulled up the image below. The logistics behind a campaign like this can be complicated, but there are great lessons to learn here. A campaign with a smaller budget can still produce similar results with targeted geofilters around brick and mortar locations.
16. Budweiser Super Bowl Ad
Budweiser, always on the cutting edge when it comes to advertising, launched a Snapchat advertising campaign for the 24 hours leading up to the Super Bowl. The Snap Ad was actually a game you could play, and it was amazing. It was a mini-football game within the app. You could run different plays with funny, on-brand names. If you won, you unlocked an exclusive filter to use. This level of innovation and ingenuity isn’t possible for all brands. But if you have the budget for this type of advertising, it is incredibly effective. See more here.
17. Lucky Charms
Lucky Charms just ran this Snap Ad campaign during The Bachelor episode on Snapchat Discover. It was a short video ad that showed a woman fall in love with a man based on a relationship of Lucky Charms. Very on-brand, and very targeted placement as well. A great example of how to do effective marketing on Snapchat.
Walmart ran this campaign leading up to Easter to promote its festive treats. Take a look at the fun screenshots below!
19. Charlie and the Chocolate Factory Musical
This is an innovative new Snapchat marketing campaign we haven’t seen before. Below is a screenshot from the Facebook page of Charlie and the Chocolate Factory Musical. They have “hidden” Snapchat geofilters all over New York City. If you find them and send the account a snap, you can win free tickets, swag, and more. Fantastic idea!
Equinox is a high end gym with locations around the country. Below is a screenshot of a Snapchat geofilter that they are running at their competitors’ locations (this one is at a 24 Hour Fitness). Fantastic idea here. Hat tip to Ryan Hoover on Twitter for catching this one.
21. Gatorade’s #GatoradeDunk Lens
During Super Bowl 50, Gatorade created a customized sponsored Snapchat lens aimed at football fans. The “#GatoradeDunk” lens allowed users to simulate being “dunked” with their drink. Gatorade promoted the lens using an ad starring Serena Williams – one of the company’s sponsored athletes. The campaign performed very well, getting more than 100 million views over Super Bowl weekend, and 170 million total.
22. Stranger Things Season 2 by Netflix
Netflix went all out to promote Season 2 of Stranger Things on Snapchat. First of all, they had a world lens available, and it was epic (see below).
Here’s the kicker though – to unlock this unique lens, you had to either use a special Snapcode (see below) or Shazam in Snapchat whenever you hear the Stranger Things theme song (for instance, while watching the season 2 opening credits).
Stranger Things Snapchat code
Second of all, they had an “Eleven face” filter available to everyone. Check it out here:
Snapchat “Eleven Face” filter – Image via Netimperative
Snapchat has been exploding in the Middle East over the last year. There are now approximately 33 million Snapchat users in the Middle East (according to Snapchat advertising data). Here’s the breakdown by country:
Kuwait – 1,550,000 Snapchat users
Saudi Arabia – 13,425,000 Snapchat users
Qatar – 525,000 Snapchat users
UAE – 1,950,000 Snapchat users
Egypt – 2,650,000 Snapchat users
Israel – 1,375,000 Snapchat users
Turkey – 8,500,000 Snapchat users
Oman – 675,000 Snapchat users
Lebanon – 725,000 Snapchat users
Jordan – 1,400,000 Snapchat users
Bahrain – 500,000 Snapchat users
Are you interested in growing your digital presence in the Middle East on Snapchat? Contact us today!
Minimum Ad Spend – $3,000/month (month to month contract) [Note: Options available for budgets under $3k – contact us to learn more]
Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
Countries Available – United States, UK, Canada, Australia, New Zealand, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, Turkey, Austria, Chile, Egypt, Hong Kong, India, Israel, Jordan, Kuwait, Lebanon, Luxembourg, Belgium, Peru, Poland, Portugal, Qatar, Singapore, and Switzerland
Demographic Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
Targeting Options – Goal-based bidding for app installs, Lookalike audiences, Customer match (by email or mobile IDs), Retargeting (only retargeting based on actions within Snapchat), “Snap to Store” (offline conversions)
Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
Snapchat recently opened up programmatic advertising to fill space inside the content sections of the app (not available to the public yet)
Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!
“Snap to Store” offline conversions: The new ad format is performing very well. Wendy’s used these new ads in their U.S. stores and promoted the Jalapeño Fresco Chicken Sandwich. The ads drove 42,000 visitors to a Wendy’s within seven days of viewing it. “Foot traffic into our restaurants is the best measurement of short-term sales success for any program. ‘Snap to Store’ is a big win for Wendy’s for this reason — we want more ad tech like this,” Brandon Rhoten, Wendy’s head of advertising, digital/social and media, said in a statement to Mashable.
Snapchat recently introduced ‘Max Reach’ as a new ad unit within Snap Ads campaigns. Max Reach is a way to basically do a full ad takeover of an entire country, ensuring that anyone who logs in to Snapchat on a given day would see your ad. To learn more about Max Reach click here.
Snapchat added some key new features to its app. The features are already rolled out globally. The new features are titled “Paperclip”, “Backdrops”, and “Voice Filters”. Below is a video tutorial from TechCrunch on how to use them. Here’s an explanation of the new creative tools:
Paperclip: Paperclip lets you attach a website to a Snap that friends can swipe up to open in Snapchat’s internal browser. Previously only ad campaigns and Discover content could include links. Just tap the Paperclip button in the Vertical Toolkit and enter your link. Snap will use its own automated trust and safety tools, as well as information from Google’s Safe Browsing service, to warn users about potential phishing scams, malware or other dangerous sites.
Backdrops: Backdrops allow you to cut out an object from your Snap and put a colorful or artsy pattern behind it to make it stick out. First tap the Scissors in the Vertical Toolkit and then the Backdrop icon. Trace around the object, select one of the Backdrop designs that rotate daily, and you’ll be able give a certain part of your snap the spotlight.
Voice Filters: Voice Filters let you remix the sound of voices in your Snaps. Previously, voice filters were only part of visual augmented reality lenses. Now you can tap the speaker icon at the bottom of the screen and select from a range of character voices to give your Snaps some extra humor or style.
We’re really excited for these new features. The enhanced ability to storytell on the platform will be fun for users and brands alike.
How long before Instagram copies these new Snapchat features? We give it a month :).
In other news, Snapchat just said that every minute, geofilters are viewed over 1.5 million times by message and Story viewers. That equals 2.16 billion views per day. Crazy numbers!
Snapchat just introduced “Snap Maps”, and the new feature looks pretty cool. Here is the intro video:
According to Snap’s blog, they said “We’ve built a whole new way to explore the world! See what’s happening, find your friends, and get inspired to go on an adventure!”
Snap Maps let you share your current location with your friends. Your friends can then see what you’re doing in real time and, if they’re near you, join in on the fun.
Snap PR said that there will not be ads running in Stories seen through Snap Maps.
Refinery29 got early access to the feature. “In a lot of ways, we’re taking what a map is and turning it upside down,” Jack Brody, a product designer at Snap, told Refinery29. “This map isn’t about where am I, it’s about where are my friends and what are they up to? It’s not about figuring out how to get to your destination, but about discovering where you want to go.”