Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video
Last updated: September 14, 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
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 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.”
New Data Shows Instagram Stories’ Incredible Growth
Delmondo, a social media analytics firm, released new data around Instagram and Snapchat Stories. Instagram Stories now has 250 million daily active users, up from 200 million in April.
During the month of June, Snapchat Stories (according to Delmondo) saw a decline of 50 percent in average unique views per story from the same period in 2016. Delmondo analyzed 50,000 Snapchat Stories from brands, influencers, and publishers to acquire this data.
Image courtesy of TechCrunch
Things are still looking up for Snapchat, though. They are playing the long game, and pushing original content. Just this week they announced a $100 Million deal with Time Warner for a 2 year partnership centered around HBO and Turner content. Time Warner is committing to creating around 10 original shows for Snap.
All that being said, Instagram Stories is obviously growing incredibly fast and should be a focus for all social media marketers. Instagram also just added a new feature to Stories. Now, when creating Live video on Instagram Stories, you’ll have the option to share it on your story for 24 hours, instead of just letting it disappear immediately.
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%)
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 just acquired Placed, a startup focused on tracking and measuring consumers’ locations on their smartphones, and using that information to serve up more targeted mobile ads.
Snapchat released its “Snap to Store” ad product a few months ago. That product allows advertisers to track online to offline sales. But with the acquisition of Placed, Snapchat appears to be putting more of an effort on taking the local ad dollars.
As Mashable explains, Placed offers analysis on other third-party platforms like Facebook and Instagram and websites, so that an advertiser or a publisher can compare the outcome of each of them. Placed also reportedly measures billions of locations.
Snap makes the majority of its revenue from mobile advertising (just as Facebook, Google, and Twitter do). With the addition of Placed, Snapchat is looking to become a bigger player in that space. The location tracking is all opt-in. Snap also will put in place data-sharing, privacy, and security guidelines so that advertising data is not shared between Snap’s own services like “Snap to Store” and the company Placed.
Snapchat’s creative tools are extremely popular with its users, which makes them appealing to potential advertisers. 33% of users play with Snapchat Lenses every day, and snaps with Geofilters are viewed over 1 billion times per day.
Image courtesy of TechCrunch
World Lenses are an extension of Snapchat’s Sponsored Lens. With Sponsored World Lenses, advertisers can create content for the rest of the photo beyond the face, including floating 2D or 3D objects, interactive content, and other items. This is arguably the most innovative and unique form of advertising out there right now.
There are 4 types of World Lenses: ones where you can place a 2D or 3D film character or product into the photo (for those photos snapped with the outward-facing camera); action-based lenses where you look at or tap an augmented reality object to trigger something to happen; an “interaction” World Lens (like an in-app game); and environmental lenses which can be used to add floating lights or ambiance.
Snapchat is also rolling out Audience Lenses, which allow advertisers to buy regionally targeted Lenses for the first time. Previously, advertisers could only be purchased on a nationwide basis.
Audience Lenses allow advertisers buy a guaranteed number of Lens impressions for a specific audience. This includes those that are targeted by demographics like age and gender, as well as those identified as falling in one of Snapchat’s “Lifestyle Categories” (see more on those in our Snap Ads article)
Image courtesy of TechCrunch
Snapchat’s third new advertising offering is a new take on its Geofilters product. These new Smart Geofilters automatically add location information or other real-time information to a nationwide or chain Geofilter. For example, these could be updated automatically to include things like a high school or college name, airport name, state, city, neighborhood or zip code.
Warner Bros. ran Smart Geofilter ads for its movie “Everything, Everything,” in order to target high school users by featuring the name of the school in its ad (see image above).
Snapchat recently announced that its daily users launch the app over 18 times per day, on average. Snapchat’s daily users now spend over 30 minutes on Snapchat each day. More than 3 billion Snaps are created every day — up from more than 2.5 billion in Q3 2016. And over 60 % of Snapchat’s daily users create content every day.
Millennials and Gen Z’s Are Not Leaving the Platform, According to a Dozen Studies
First off, let’s make it known, Instagram is not eating Snapchat’s lunch. TechCrunch collected a dozen surveys or studies that all prove the loyalty, at least in the United States, of Snapchat users. Even when compared to Instagram Stories, Snapchat is more popular in almost every metric except for total users. While Instagram Stories may be more convenient to use/consume for Instagram users, it isn’t enough for people to give up on Snapchat.
Snapchat’s New Updates Are Huge
Yesterday Snapchat released its largest app update yet. Snap introduced:
Limitless snaps – which allow someone to view your story or chat for an indefinite period of time
Looping snaps – these let you set a snap on a loop, like how Vines used to work
Magic eraser – an eraser feature that allows you to make objects disappear from snaps
Emoji drawing – you can now draw emojis 🙂
Snapchat appears to be focusing on its core group of diehard users, which is a great move. The new editing features on the app further entrench Snapchat creators to the core product, which is great for everyone.
“These changes allow us to continue evolving the Snapchat service and provide a foundation for introducing even more creative tools for making fun snaps,” the company wrote in a statement on the new update.
Snapchat just announced it is offering advertisers a viewability score that’s designed to offer transparency into whether or not video advertisements on the platform warrant chargeable impressions. The viewability score will be validated by a third party firmed named Moat. It will become available to everyone on June 5th.
The official guidelines state that greater than 50% of an ad’s pixels and at least 2 seconds should be viewable by the users.
Snap Ads Max Reach
Snapchat also has been pitching advertisers on ways to reach everyone in the United States who views a Story on a given day. This new Snap Ads format is called “Max Reach”. It’s an ad-buying option that is the equivalent to a homepage takeover on a traditional website. Snapchat’s version guarantees that the Max Reach Snap Ad will be served to everyone in the United States who is shown an ad on a given day. So basically, every single person in the U.S. that uses Snapchat that day would see your advertisement.
The new Max Reach advertising offering is currently only available in the United States. With this addition, Snapchat now offers three different ‘takeover-style’ ad units that can be served nationwide: the Max Reach ad, a nationwide Sponsored Geofilter, and nationwide Sponsored Lenses.
Discover Partners & Audience Growth
Snapchat has also recently touted its ability to help publishers and large brands increase and accelerate their audience growth. Here’s some data they just released:
This data shows publishers/brands that were also Snapchat Discover partners saw a large increase on other platforms as well.
Discover partners have reported fantastic results. Mashable’s CEO Pete Cashmore recently said: “Snapchat is our biggest revenue source on distributed platforms…It’s very profitable for us because it’s a huge audience and it’s an audience that we can’t reach elsewhere.”
The last part of that statement is HUGE – “…an audience that we can’t reach elsewhere.” That is the beauty of Snapchat that brands and advertisers need to better understand if they’re going to truly succeed on the platform.
Snapchat’s Loyal & Exclusive Users
A new report released by App Annie, based on app usage in Q4 of 2016, found that 35% of Snapchat’s daily users in the United States don’t use Facebook on a given day. The report also said that 46% of Snapchat’s daily users aren’t on Instagram on a given day, and 58% can’t be reached by Facebook Messenger. Here are the statistics broken down:
The statistics are also similar in the United Kingdom, according to the report. We would have to assume that the data is similar in other countries as well.
What does all this mean? In this economy, time is money. Advertisers and marketers need to put their money where users spend their time, and Snapchat is the most important app for many, many people.
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 20 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.