November 1, 2019

Snapchat | Advertising | Insights | Social Media

How Snapchat changed social Media

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When Evan Spiegel, the co-founder of Snapchat first wrote a blog post explaining what this new application was, he said “Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating the full range of human emotion - not just what appears to be pretty or perfect.” This in itself sets Snapchat, founded in 2011, apart from Instagram where the trend leans more towards sharing the perfect image to your thousands of followers which can often be difficult to attain for the average Joe or small business.

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What is Snapchat?

Snapchat was the first smartphone application that focused purely on photos that you could share publicly or privately that wouldn’t last on the internet forever. Your images only stay live on Snapchat for 24 hours and cannot be saved or screenshotted by the recipient. This temporary feature allowed and still allows people to more freely express their emotions without the fear of that moment in their life living on in some internet archive for the rest of their lives.


How Snapchat has changed the way humans communicate

The features of Snapchat were so hugely successful that Facebook and Instagram both borrowed the idea of “stories” that only last for 24 hours. This has had a massive impact on the way that we communicate and digest new information. As people realise the negative effect that overindulgence in social media can have, they are constantly looking for ways to spend less time glued to their devices. This is why many users look exclusively at stories during the week and save their scrolling binges for the weekends. Stories are easy to watch while doing something else and take up less time in your day.


What research shows about Snapchat and youth markets

Social media used to be all about the Millenial generation, however, if you consider that the youngest Millenials will turn 24 in 2020, it may be time to turn some of our attention to the Gen Z market. 15% of Gen Zs learn more about new brands from social media according to a study done by the Forbes Business Snapchat team. Gen Zs and younger Millenials use tools like Snapchat to research new brands and discuss them with their friends. Many of them find accountability and brand ethics to be much more important than how much was spent on an advertising campaign. 


Utilising Snapchat in a way that tells the story of your brand can be an invaluable tool to cracking younger markets. Share your story, make an emotional connection, and introduce an exciting new element to your marketing strategy.

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