Snapchat Shows – How Snapchat Discover is Transforming Social Media

Snapchat Shows Are Game-Changing and The Future is Premium Mobile Video

Last updated: May 15, 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.

planet earth 2 snapchat show

Discover itself has daily editions of interesting content. But “Shows” is what can truly set Snapchat apart.

As of now, there are 15 Shows on Snapchat or in development for Snapchat:

  • 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
  • Winter Olympics 2018 – Snapchat and NBC announced a partnership for the event

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.

snapchat shows discover

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.

How Social Media Made the Extra Gum Commercial Go Viral, and Why TV Failed

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Two years ago, Extra Gum released a new commercial on television. It was a 30-second spot titled “Extra Gum: The Story of Sarah and Juan”. If you haven’t seen it by now, watch it below. It was and is amazing and beautiful.

That is the 30-second TV version. They did a great job with it. They used American Idol star Haley Reinhart for the song. They promoted it heavily. But it didn’t catch. Extra Gum’s sales were decreasing leading up to the commercial’s release. The decline continued throughout the fall. This happened for seven months. The company was scrambling to figure out the issue. So what did they decide to do? They released the full version of the commercial on social media. The full version is two minutes long. Watch it below, then read what happened next…

So they released the full commercial on social media, and it absolutely blew up. The YouTube video has been viewed almost 20 million times. On Facebook? A few hundred million!!!

 

According to Gary Vaynerchuk, their business has been up double digits every day for the last several months!

 

Why Did This Happen?

 

When Extra Gum released the full version of the commercial on social media, it allowed the company to tell the whole story. The 2-minute spot is a lot more compelling and emotional than the 30-second spot. Social media is inherently shareable. We all know this. You can’t do anything with a TV commercial. On social, you can share it with everyone, tag your friends, Snap it, and more. And you can take action and buy the product right away too, since you’ve already got your device in hand. In terms of the actual video, it’s no surprise to me that the 2 minute version did better than the 30 second version. It shows what happens when you try to cram 2 minutes of story into 30 seconds–it doesn’t resonate! They had the footage. They had extra scenes they had to cut out. Why couldn’t they release a longer version right off the bat?

 

I recently wrote how TV advertising dollars are shifting towards Snapchat Ads. This is a trend that’s not going to stop. It makes more sense to advertise on social media. It’s more trackable. It’s more effective. It’s more targeted. Better ROI. On and on and on.

 

Ready to get going with a campaign of your own? At Wallaroo, we specialize in social advertising management. Contact us today to learn more!

Why Advertising on Snapchat is Better Than Advertising on TV, And Why You Need It Now

Advertising on Snapchat is more effective, and a better long (and short) term strategy, than advertising on TV. I will convincingly make the case in this article.

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TV Advertising – A Dying Breed

Television commercials have long been the holy grail for advertisers. Largest reach, highest engagement, cheapest cost per view, etc. But that has changed. The majority of TV viewers now record/DVR their shows for later use. Research by YouGov and Deloitte pegs the number at 86%. 86% of viewers always fast-forward through adverts! The exception? Live sporting events (and occasionally local newscasts).

Advertisers are clamoring to be a part of live sporting events in any way possible. That’s the best ROI for TV advertising now, and it’s only going to get more expensive as more brands realize this. The bids are increasing every year. For example, a 30-second spot during the Super Bowl in 2010? $3 million. A 30-second spot during Super Bowl 2015? $5 million. That’s a 66% cost increase in just five years, and that’s excluding the costs of video production.

Here’s the thing, though: When the commercials come on during live sporting events (or any other live TV programming for that matter), what do viewers do? Sit back and enjoy the steady stream of commercials? No. They pull out their phones. They check Snapchat. They browse Instagram. They wish their friend a happy birthday on Facebook and browse click-bait articles. They tweet reactions to the game. They check Snapchat and send filtered doggy faces to all their friends. That’s what people do. That’s where they spend their time. Their eyes are focused on the little screen in their hands instead of the big one where your advertisement plays. That small screen is where you need to be as a brand. Still need to be convinced? Here is some data… snap (1)

Data to Support Why Snapchat is Better Than TV

Here’s a few points on how Snapchat sets itself apart from its competitors as a social media platform, why it’s greater than TV for ads, and why it’s an advertiser’s dream:

  • Two-thirds of video snaps are watched with the audio on. That’s a HUGE difference from Facebook. It was recently reported that 85% of Facebook video ads are watched with the audio off.
  • Snapchat has a unique daily reach of 41% of 18-34 year olds in the U.S., compared with only 6% on TV (according to a Nielsen study in February).
  • Snapchat has over 100 million daily active users (while Bloomberg estimates that number to be 150 million).
  • Snapchatters watch over 10 billion videos per day, which is an increase of over 350% in the last year alone.
  • Snap Ads have an engagement rate 5X higher than the average click-through rate of other social platforms.
  • A National, Sponsored Geofilter on Snapchat reaches 40% to 60% of daily Snapchatters (Taco Bell’s recent Cinco de Mayo Snapchat filter had 224 million views in one day! Gatorade also had a sponsored lens that got 165 million views).

Advertising is a battle for eyeballs, and Snapchat has our attention. Average monthly minutes per user spent on the platform is second only to Facebook among social networks. On TV, or on any other social platform, users hate ads. On Snapchat, users play with the ads. Think about that for a second! Users not only tolerate ads on Snapchat, but they enjoy, engage, and play with them!

tv-dying

What Makes Snapchat Unique for an Advertiser?

Snapchat is a unique platform, and it can be tricky to navigate as an advertiser if you’re unfamiliar with how it works and what types of posts, filters, and lenses work best. Snapchat, by the nature of its disappearing content, creates a sense of urgency that encourages users to take action quickly. This is a crucial aspect of the platform. Some brands view this as a detriment. I view it as a benefit. The 10-second max duration allows the ad spot (or the marketing campaign) to be direct and cuts to the chase. As a result, it allows for more testing to find the best ad creation and targeting combinations.

An important note: there is little competition from other brands and advertisers right now (only ~1% of advertisers are using Snapchat). But that is changing quickly. According to recent research from eMarketer, 22% of media buyers plan to spend on Snapchat this year, compared to only 4% on Facebook and Twitter.

snapchat

How to Advertise on Snapchat

Learning how to effectively advertise on Snapchat needs to be its own post (I’ll tackle that next week). There are various options (in order of cost):

  • Snapchat Discover (the most expensive – starts at $50,000)
  • Sponsored Lenses
  • Sponsored Nationwide Geofilters
  • Snap Ads
  • Sponsored Local Geofilters (the least expensive – starts at $5)

I recently wrote a post about utilizing Snapchat geofilters to sponsor local events. As an agency, we have also launched That’s A Snap, which is a Snapchat filter ecommerce shop that enables you to purchase pre-made filters to use for various events.

Another way to advertise on Snapchat is by teaming up with influencers. There are thousands of influencers on Snapchat that you can hire to create and distribute content for your brand. Some of these influencers get millions of views on every snap they send! I would recommend calculating the cost per average engagement before hiring an influencer, as well as verifying that their following fits your demographic. We would recommend using Microfluencers, who oftentimes can get you a better ROI on your money.

The space here is heating up. Just last week the head of marketing at Wendy’s said “I have taken TV dollars and put them into Snapchat”. Stay tuned  :).

In January 2017, Snapchat announced that one of their proprietary “shows” on their platform, Sweet, gets 16 million monthly viewers. Keep an eye on this space and Snapchat’s continued focus on their content creation and distribution.

Update on March 16, 2017: Adidas announced it will no longer be advertising on TV, and that it’s going all digital now. It has begun!

Update on March 29, 2017: Digital advertising sales officially passed TV ad sales in the US for the first time, $70 billion to $67 billion.

Want to get inspired for your own strategy? Check out this post about creative Snapchat campaigns that various brands have run.

Lastly, do you need a Snapchat marketing agency? That’s us! Contact us today and let’s talk strategy and what campaigns we can run for you to help you achieve your goals!

Have any questions? Tweet me HERE or add me on Snapchat (username: brannybunny).

 

Big News – YouTube Launches “YouTube TV”

YouTube Announces YouTube TV, A New Live TV Streaming Service

YouTube TV has been rumored for years, and it’s finally here, the company announced today. The service launches in the next couple months in select markets in the U.S. It will cost $35/month with no contract. That $35 will get you access to a suite of stations, including ABC, NBC, CBS, Fox, ESPN, CW, Disney, CNBC, USA, NatGeo, and others. YouTube TV will also include YouTube Red’s 28 original series. The service will include unlimited cloud DVR space, which is nice.

In a small footnote, YouTube also announced something incredible: People are watching 1 Billion hours of YouTube per day. That is an insane number.

What This Means for Marketers and Advertisers

youtube tv

Even though YouTube TV is a paid service, it will still be ad-supported (just like regular TV). Running effective ads on YouTube TV is going to become an essential part of any marketing strategy. What is appealing about running ads on YouTube TV is that you’ll be able to be much more targeted than you can on TV, with much smaller budgets. Imagine running a sport apparel startup, and now being able to run ads during live NFL or NBA games? It’s going to be fantastic, so get ready! As Zuckerberg recently stated, video content is the future. YouTube obviously agrees.

Want to run a video advertising campaign? Send us a message!