by Josh Wilbanks
As a millennial and a person who has engaged with social media a majority of their young life, I have found myself in an odd position about where to post content where it would be most appropriate on which form of social media (Twitter, Facebook, Instagram, etc). For any company that’s trying to target potential buyers, this is now a crucial aspect in the communication planning process. However, companies such as Facebook and Twitter provide analytics to contribute to understanding post engagements and where exactly views are generating from. Snapchat, an app that is used widely by a younger audience, has emerged as a place to produce “photos and short videos (called “snaps”) [that] self-destruct after being viewed by the recipient.” (Slotnick) For one-on-one interactions, this is the perfect place to send messages without being really held accountable but for a company that is looking to grow a brand, it has more faults than it does gains.
Snapchat is used mostly by a younger crowd which unfortunately means that companies are targeting users who don’t even necessarily have the buying power. By investing in such an app, they are putting their faith in click-through advertisements that disappear after so much amount of time. Snapchat hasn’t evolved to allow data analytics to the level that other social networking platforms due to the fact that you can’t even truly get a clear number of people who are following you, only who has viewed (or click passed) your post within the 24 hour increment. The app isn’t to the level of others as it “is not a forwarding mechanism that can make messages go viral, it may be difficult for emerging brands to be found.” (Slotnick) Viewing a message once isn’t enough to make a likely effect on a buyer and even more when you can’t truly tell the target audience that the brand is capturing.
Snapchat still needs time to evolve as both a brand and social networking company before it can reach the expectations that companies have as users to fully invest their advertising in. However, as an individual user of the app and for its day-to-day use, it is fast entertainment and a quick communication tool.
Slotnick, Stacy. “Cold Snap: Should Brands Use Snapchat?” The Huffington Post. TheHuffingtonPost.com, 07 Mar. 2017. Web. 19 Mar. 2017.