SNAPCHAT

Job Applications & Snapchat: A New Kind of Camera

SNAPCHAT HISTORY & PURPOSE
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ORIGINAL NAME

 Launched in September 2011

 Venice, California based
 Founded by Evan Speigel, Bobby Murphy
and Reggie Brown
 Project at Stanford University
 Classmates were extremely skeptical of the
idea of disappearing photos
 Snapchat was originally called Picaboo
 Click Here for Evan Spiegel’s Pitch
DIFFERENCES OF SNAPCHAT

 Social media is in essence about saving and preserving moments,

Snapchat’s creation was meant to push against this idea and make the
moment temporary
 “The way Snapchat works is much closer to how we communicate face to
face than any other social network. What I mean by this is that: when we
talk to each other, passing in the halls or just living out our lives, those
moments disappear. Snapchat emulates that behavior and psychology.”
SNAPCHAT MARKETING

 Snapchat was the playful app for the mobile-obsessed teen and
young adult group who were drawn to disappearing messaging and
the candid feel of communication.
 Connecting with transparency on a much deeper level than a
distanced, yet-pretty, Instagram post is what Snapchat strives to be.
The brand must seem like they are standing right front of viewers and
feel much more like real-life.
 Snapchatters expect behind-the-scenes content they can’t find
anywhere else. They want the authentic and unpolished version of
the brand.
 When determining if Snapchat is the the best platform – the brand
most understand it’s user base and have a strong commitment to
creating content. The brand must think outside of the box. There is
less competition and there isn’t an algorithm to beat. The company
must decide if it’s worth investing the time and resources to engage
this particular audience. There is no difference between a business
account and a personal account on the app.
(1, 9)
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SNAPCHAT STRATEGY
 Once Snapchat is part of the strategy, the first thing that must be
done is choose a username that is unique. It cannot be changed
so it must be branded and move through the proper channels for
approval.
 Take photo’s of branded items to get the logo in the profile photo
or Snapchat will automatically be a ghost. The brand cannot
upload a custom image.
 The core of Snapchat is the content must be created within the
app.
 It’s a creative playground where content creators can test out
new ideas and projects and find interesting ways to translate
these into other platforms.
 When users view a brand’s Snapchat Story, they watch it in its
entirety 88% of the time.
 Businesses are adapting to the limited lifespan of each post which
gives each one a sense of urgency for audiences.
 Snapchat is ripe with creativity and sense of immediacy.
(1, 5)
SNAPCHAT BY THE STATS
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DEFINING THE SNAPCHAT AUDIENCE

 If the brand is looking to connect with and create

more brand advocates among the under 35 group,
this is the platform.
 The core audience is younger but more addicted
based on the amount of tie they’re spending on the
app.
 A brand must create a buyer persona which is a
fictionalized version of the ideal customer. Pull
behavior and responses from past customer bases
and ask yourself what they’re looking for. Even
conduct a small focus group to determine if the
content on Snapchat works best for the brand.
(1)
SNAPCHAT TRENDS 2019
WHAT DO GEN Z’S CARE ABOUT IN THE NEW YEAR?
GAMING

 Gaming will continue to be popular over the course of 2019.

 Games that teens predict to increase in popularity are Fortnite, Call of Duty, and Red Dead Redemption 2.
 The games are a most important trend for teen males who have listed it as one of their top 3 trends for the new year.
(3)
TECH

 AirPod adoption moving into 2019 is strong. The Zs predict that iPhone’s to gain even more popularity in 2019.
 Mobile payments are becoming more popular, especially the Cash App. It’s growing with no signs of slowing down.
(3)
SLANG

 Slang words the we expect to see next year tap into emotions (i.e. born day, “on a date, kinda nervous,” and YKTV.

(3)
MEMES

 Meme’s will replace supplemental value poems with subversion, parody, and anti-humor.
 Teens are quick to judge memes sometimes as “silly” or “stupid” but they predict they’ll increase in popularity over
the next year.
(3)
MUSIC

 Hip Hop will continue it’s popularity in 2019. Teens believe that Blueface, an LA rapper, will be the next big thing.
He’s managed to grab the attention of Snapchatters and established rap artists.
 Expect Cardi B to continue her rise, XXXTentacion’s even after his passing, BTS, and new alternative pop artist Billie
Eilish.
(3)
INTERNET PERSONALITIES

 Shane Dawson is the top-ranking personality among male and female teens. James Charles, known for
his beauty tips and makeup tutorials, resonates more strongly with females.
(3)
BEAUTY AND FASHION

 Female teens are planning to put forward a more “natural” look for their appearance. Expect to see more bobs and
a ”clean and fresh” make-up look.
 Teens are also leaning into a vintage style, color-coordination, tie-dye, and neon clothes.
(3)
INSTAGRAM OR SNAPCHAT?
SIX QUESTIONS TO CONSIDER

1. Are your target audience and customers on the platform?

2. Which content type (e.g. stories, images or videos) suits your
business best?
3. Do you prefer having a public profile that is easily discoverable and to
interact with your followers in public? Or do you prefer a private
profile and build close one-to-one relationships with your followers?
4. Is your target audience more engaged on Instagram or Snapchat?
5. Do you want analytics to measure your performance?
6. Do you want to boost existing posts or run ads on the platform?
(4)
SNAPCHAT VS INSTAGRAM BY THE STATS
Snapchat
 188 million daily active users
 71% of users are under 34
 70% are female
 Users under 25 are using Snapchat roughly 40
minutes a day
 45% of users are between 18 and 24
 The average user opens Snapchat 25x a day
 A custom geofilter can be seen by 40-60% of
daily users
 The highest streak is 1,154
Instagram
 500 million daily active users
 400 million daily active stories users
 67% of users are female
 80% of users are outside of the US
 32% of internet users are on Instagram
 59% are between 18 and 29
 33% are between 30 and 49
 72% of teens use Instagram
 78% of influencers prefer Instagram over any
other platform. (4,10, 11)
SNAPCHAT VS INSTAGRAM BY THE CONTENT
Snapchat
 The majority of users (71%) are using Snapchat for
peer-to-peer messaging.
 Nearly 60% of interactions on Snapchat are
between close friends.
 46% of Snapchat users in the US don’t user
Instagram.
 Snaps are often raw and unedited.
 Images and videos are snaps.
 Can be private between two accounts.
 Snaps are vertical.
 Snaps disappear after 24 hrs.
Instagram
 The most popular topics among young adults on
Instagram are: fashion, beauty, food, TV, films,
hobbies, and music.
 Instagram users like to follow celebrities, get DIY
inspiration, and look at travel photos.
 Instagram posts are high-res and polished.
 Images and videos are posts.
 Posts are public (unless the account is private)
 Instagram posts can be horizontal, square or
vertical.
 Instagram posts can stay on your feed and profile
indefinitely.
(4)
SNAPCHAT VS INSTAGRAM BY THE CONTENT
Snapchat
 The brand profile can only be viewed by friends
and people who have added you.
 Only see who has replied to your snaps and
stories.
 Snaps and stories that mention the brand can
only be seen by the friends of the person who
posted them.
 Snapchat Stories fell 40% after Instagram’s
launch.
 Snapchat doesn’t supply much analytics except
for manual tracking and Snaplytics (third party)
Instagram
 The brand is more discoverable on Instagram.
 Public profile that can curate relevant posts in
Discover. This helps additional people find your
profile.
 Likes and comments on posts can be seen by
everyone while direct messages can only be
seen by the users.
 People (including the brand) can find posts that
mention them. UGC is a common strategy.
 28% higher viewership on Instagram Stories.
 Instagram Analytics are more advanced.
(4)
SNAPCHAT VS INSTAGRAM BY THE CONTENT

Snapchat Instagram

 Snapchat advertising used to be inaccessible to  The number of businesses who advertise on

most businesses other than geofilters. Instagram has grown to over a million.
Marketers would have to use ad partners which
 Create a target audience for the ads with factors
would cost a lot more. Snapchat Ad Manager
such as demographics, interests, and behaviors.
has been launched.
The brand can reach people using their data or
 Create a target audience for the ads with factors the platform’s data.
such as demographics, interests, and behaviors.
 Instagram ad formats: feed ads, stories, boost
The brand can reach people using their data or
existing posts.
the platform’s data.
 Cheaper to advertise on Instagram than
 Snapchat ad formats: snap ads, geofilters,
Snapchat.
lenses.
(4)
ADVERTISING COSTS
 It seems to be cheaper to advertise on Instagram than Snapchat. Numbers
found:
 Buyers say Instagram Stories ads are $3 - $4 CPMs and completion rates are
between 2 and 3x higher on Instagram than Snapchat.
 Instagram Feed ads costs a little more than Stories ads, between $5 - $7
CPMs.
 Instagram Stories ads can cost half the price of Snapchat ads, at $4 CPMs
versus $8.50 for Snapchat.
 Snap Lenses’ minimum price has dropped – costing upwards of $300,000 per
day.
 Snap Geofilters can be bought for as little as $5 for self-serve, and CPMs can
be as low as 27 cents or as high as $48.
(4)
CONTENT & OPTIMIZATION
CAMPAIGN & CONTENT OBJECTIVES

 The objectives of any Snapchat Campaign is to get content to those users who
will engage with it.
1. Coupon Codes: people love a deal, great for fast food categories.
2. Pre-event or product launch: it can build anticipation and create the
perfect teasers.
3. Flexible with Target Audience: user base skews younger but it can still
work. Patience and commitment.
4. Influencer Campaigns: brands without big budgets are moving towards
influencers which are much more cost-effective. Delivers the proper
message
5. Takeover Campaigns: a brand lets an influencer or another person run it’s
channel for the day.
(5)
TURN AN IMAGE INTO A STICKER

 Turning an image into a sticker is a fund way

to create a stand-out account.
 Take a photo of an object, trace your finer
along the edges to create a cut out image.
 Pinch to reduce of expand the size of the
sticker as well as adjust the angle of
location.
 The app will automatically save your custom
stickers for future use.
 Click here to learn how to create stickers.
(1)
USE MEMORIES

 Memories can fuel Snapchat marketing by helping

create more cohesive Stories and themed videos.
Multiple people can use the app and add media to the
Memories. Review the content, pick the best and then
craft an interesting Story for the day.
 Consider using saved Snaps and Stories to remind
people of an event or an important moment for the
brand.
 Ideas: employees celebrating a 5-year anniversary,
highlights from the previous year’s conference to drive
ticket sales, and reintroducing a product.
(1)
BE SEEN

 The platform doesn’t make it easy for content to be seen

organically. There are no hashtags, suggested user list, or
other features to get people to follow the brand unless the
brand is on the Discover channel.
 To grow an audience, the power of other social networks
and marketing channels will have to be the main source. To
promote the brand on other channels, use a customized
Snapcode. Share the image sparingly to drive them to go to
Snapchat.
 Most users will not like if brands send them snaps directly
so avoid this tactic.
 Verified accounts on Snapchat are indicated with an emoji.
(1)
BEHIND THE SCENES

 People prefer the unpolished,

authentic look. Behind the scenes
tours and sneak peeks at new
products allow the audience to
feel more connected to the brand
and part of the experience.
 Teen Wolf took fans on a behind-
the-scenes tour for the finale.
 Behind the Scenes at Taco Bell.
(1, 9)
INTERACTIVE PROJECTS

 Creating activities
that users can
participate it makes
engagement increase.
 Encourage them to
screenshot and share
the image on their
personal accounts.
(1, 9)
TAKEOVERS

 Employee takeovers help

people get to know the
team members and what
the company is like.
 Showcases the culture,
interests of staff members
and gets new and
interesting content outside
of the realm of the office
and products.
(1, 9)
USER-GENERATED CAMPAIGNS

 Ask customers,
audiences, and friends
to send Snaps that can
be features in an
upcoming Story on a
specific theme.
 Tie this to a giveaway to
generate additional
interest and
submissions. (1)
HOW TO VIDEOS

 Teaching someone how to do something in short,

instructional videos is one of the best Story formats.
 Find out what questions are frequently asked or check
out the most popular searches on the brand’s website.
 Consider a comical approach or showcasing an
interesting skill that an employee might have that’s
uncommon.
 Bustle’s How-To Video
(1,9)
INTERVIEWS WITH SENIOR LEADERS

 Give the senior leadership team

a platform where they can speak
directly to customers and
prospects, provide opinions, and
highlight what’s next for the
company that gets people
excited.
 Helps people get to know the
company’s executives and can
go a long way to increase trust
and respect for the business.
 Teen Vogue Interviews
(1,9)
GAMES

 Games are a fun way for audiences to

interact with the brand on Snapchat.
 The brand can also turn it into a
contest of scavenger hunt that’s
exclusive to the brand.
 Luke Bryan gave away tickets in every
city by doing a scavenger hunt on
Snapchat a few hours before the
concert. Users needed to be tuned in
or they’d miss it.
(1,9)
COMMENTARY ON THE NEWS

 On Snapchat there’s not necessarily a need to

worry over lighting, setup, or editing.
 When something newsworthy happens, get an
internal expert on camera to explain the event,
the implications, or what they find interesting
about the news or poll multiple people in the
office to get a few quick opinions and reactions.
 Quick and easy way to provide relevant and
interesting content.
 TrackMaven News Story
(1)
SNAPCHAT EDITORIAL CALENDAR

 Establish a consistent publishing schedule

that will drive the team to produce creative
Snaps and Stories on a regular basis.
 The audience will know to expect, or even
want, content featuring your brand.
 A simple calendar can keep track of
company events that should be covered on
Snapchat and the editorial mix of content
types that needs to be maintained.
 On the calendar, indicate who’s responsible
for which calendar slots.
(1,9)
SNAPCHAT SPECTACLES

 Spectacles are sunglasses that can record video

and are connected to the Snapchat App.
Released in October 2016. First introduction into
hardware.
 Record the videos and upload them to the
Snapchat app to add them to the brand’s story.
 The glasses capture personal experiences on
video and shares it to the channel.
 Comes from an individualized POV and is the
“dream” for influencers who can be hands free.
(1, 5)
SNAPCHAT STORIES
SNAPCHAT STORIES

 The average attention span is 8.25 seconds,

marketers are tasked with creating content
that’s engaging enough to appeal to those
distracted customers. To do this, they must
increase their brand’s social media presence.
 Snapchat content is time-bound, commands
the immediate attention of an audience, and
forces the brand to master the art of succinct,
interesting content.
 Before a brand beings they should experiment
with personal accounts. Once the account is
created, be sure that privacy settings are set
to everyone instead of my friends.
(8)
HOW TO CREATE A SNAPCHAT STORY WORTH WATCHING

1. Don’t Reuse Snaps: if sending snaps directly to people, don’t use them for
Stories. It’s repetitive and can hurt the number of views which in turn hurts
the completion rate. People want want to rewatch the same snaps.
2. Play with Pacing: adjust the timing on images and alternate between shorter
or longer videos to build momentum and keep the interest of the viewer.
3. Build a Story Arc: should be less than two minutes long so create a narrative
that has a beginning, middle, and end. Open the story with scenes that
intrigue viewers and build anticipation. Include a conclusion with a call to
action.
4. Experiment with Formats & Topics: try out different formats and themes in
the Stories. Try mapping out the first few stories with a storyboard template to
see the big picture without getting overwhelmed.
Snapchat Story [Video]
(1)
ADDITIONAL SNAPCHAT STORIES TIPS

 Add more than one filter - to add more than one filter,
hold one thumb down on the first filter, then continue
swiping left until it’s decided on the perfect filter
combo.
 Publish to a Live Story which is a compilation of Snaps
and Stories submitted by users at different events
worldwide.
 If the story is selected for a Live Story, anyone will be
able to view the photo or video, and more people will
be exposed to the brand.
(8)
ADVERTISING ON SNAPCHAT
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SNAPCHAT ADVERTISING

 Currently, the ad options don’t quite compete to the other

bigger name platforms. The barrier to enter and the cost is
much higher because the company is somewhat cautious about
advertising.
 Snapchat content is often natural and unedited. Shows what’s
going on behind-the-scenes, unfiltered, real-life activities.
Advertising should follow suit.
 25% of people open newsletters but out of every 1000
followers, 900 will watch the brand’s story.
 Trick is to wait 3-5 seconds before introducing branded.
 Advertising types: Snap Ads, Sponsored Lenses, Live Stories
Takeover, National Sponsored Geofilters, and Discover.
 Ads Partners develop Sponsored Geofilters and Lenses. Creative
Partners develop ad campaigns.
(1, 6, 7, 12)
SNAPCHAT ADVERTISING BENEFITS

 Active user base: roughly 180 million daily active users spending
40 minutes a day, opening the app 25x.
 Distinct Audience: a large percentage of US users can’t be
reached elsewhere.
 Powerful Targeting: based on demographics and their online
and offline interests and behaviors. Choose the right lifestyle
category to target.
 Persuasion: users are much more likely to purchase a product,
2x lift in purchase intent.
 Attention: shown full-screen, receives up to 2x more visual
attention.
 Engagement: super up rate is 5x higher than CTR on social
media ads.
 Sound: 60% of ads are played with audio on.
(6, 7)
SNAP ADS

 Skippable videos that appear between autoplay Stories

and content in the Discover channel. The ads are no
longer than 10 seconds, no shorter than 3 seconds, and
must be vertical, full screen videos.
 Option to include swipe up feature to reveal more
information such as an article, video, website page, or
app install CTA.
 Once they swipe, users are exposed to more in-depth
content. Swipe up rate is 5x higher than the CTR rate.
 Send them to an app install or mobile website without
leaving the app.
 The cost of the ads can vary by campaign – starting is
roughly $3,000/month.
(1, 6, 7, 12)
SPONSORED LENSES

 Lenses consist of various filters that users can add to their video
posts to create sound and interactivity. Creates a brand
experience.
 Users can add the Lens to their photo or video and send their
Snaps to their friends or Story.
 The cost range anywhere from $100,000 to $700,000 a day. It
depends on the day of the week, holidays, trends, etc. Sunday
through Thursday - $450,000, Fridays and Saturdays - $500,000
and $700,000 for holidays and special events.
 1/3 of daily users play with Lenses every day. The average users
plays with a lens for 20 seconds.
 On Snapchat, users play with ads making them impactful.
(5, 6, 12)
NATIONWIDE SPONSORED GEOFILTER

 A graphic overlay for Snapchatters

to place on their Snaps. A U.S.
Sponsored Geofilter typically
reaches 40% to 60% of all
Snapchatters.
 Filters work best for companies
wanting to increase brand
awareness.
 The predicted price is about 1/5 of
the cost of a Lens. General
prediction $50,000+.
(6, 12)
SNAPCHAT DISCOVER

 Snapchat’s network of media and brand partners who

create custom content for the app.
 Buzzfeed has boasted the 21% of the brand’s total traffic is
generated from Snapchat, Cosmopolitan’s Discover channel
boasts 19 million views per month.
 Most expensive offering at the moment – start at $50,000 a
day. In November of 2018 they started offering a $50 ad
called “Snap Ads to AR” which is a 10 second ad between
videos that allows users to experience AR.
 Snapchat originally paid publishing partners an upfront
licensing fee for content and split ad revenue but rumors
state that this will switch directly to ad revenue only.
 To subscribe to Snapchat Discover, tap and hold the screen,
a subscribe confirmation box will appear.
(1, 12)
SNAP TO UNLOCK FILTERS/SNAP TO UNLOCK CODES

 Snap to Unlock Filters - codes that once

”snapped” can unlock a special feature.
 Can unlock special features, videos, etc.
 Rumored to have the second lowest
entry point to local geofilters.
 Example: The Girl on the Train movie
promotion.

(12)
SPONSORED LOCAL GEOFILTERS

 Brands can sponsor a filter, which the company

says reaches 40% to 60% of Snapchat users.
 Like Sponsored Geofilters but used in small areas
for a small amount of time. Perfect for small
businesses or a special event. Cities, universities,
and other public locations can create free
community Geofilters.
 Cheapest ad offerings, can be as little as $5.
 Offering “Annual Geofilters” if an account will be
buying in bulk.
 Prices vary on location size, day and time.
How to Create a Geofilter
(1, 6, 12)
SNAPCHAT INFLUENCER PARTNERSHIPS

 20% to 50% of all purchasing decisions is word of

mouth which is considered the most authentic
form of promotion.
 Users are more inclined to follow people they know
personally, or those they view as influencers due to
authenticity. The brand must align with the right
influencers.
 Brands need to remember to align with influencers
that are compatible with their personas in order to
stay relevant to their audiences.
 Influencers are making an impact in food, fashion,
music, culture, and tech.
 Not official through the company but extremely
beneficial for brands.
(5, 6, 12)
SNAPISODES

 Unofficial form of Snapchat

Advertising but is related to
influencer marketing.
 High quality, episodic organic
content.
 Content can be created by
influencers or by the brand.
 Marriot sent influencers around the
world to show the benefits of their
program.
(12)
LIVE STORIES TAKEOVERS

 Snapchat Live is a curation of

Snaps created by users and
stitched together. They promote a
theme or event.
 On average, the Live Stories see 10
to 20 million viewers and
reportedly cost $250,000 for three
ads to appear in the Live Story.
 How to Make Sure Your Snap Gets
on a Live Story
(1)
HOW TO GUIDES

 How to Create a Live/Our Story

 How to Set Up Your Ad Campaign
 Learn More About Snap Kit
 Snapchat Business Center
SOURCES
1. Introduction to Snapchat Marketing
2. How to Use Snapchat for Business in 2019 [Infographic]
3. Looking Forward: Predicted Trends of 2019
4. Instagram or Snapchat: Which is the Best Fit For Your Business?
5. Influencer Marketers Guide to Snapchat [PDF]
6. Snapchat Advertising 101: How to Run Effective Snapchat Ads
7. The Complete Guide to Creating Effective Snap Ads with Snapchat Ad Manager
8. How to Create an Engaging Snapchat Story: A Start-to-Finish Guide
9. How to Use Snapchat for Business
10. Snapchat by the Numbers: Stats, Demographics & Fun Facts
11. Instagram by the Numbers: Stats, Demographics & Fun Facts
12. Snapchat Advertising Costs – A Complete Breakdown