Louise Rengozzi – Marketing & Comms Manager – Snapchat Advertising
Finally, Snapchat advertising is here. Communicate, create and story tell; That is Snapchat’s core functionalities. Here at Crunch we walk-through the first impressions and opportunities Snap Ads have to offer recruitment and education.
Our media appetite has been teased and creative licence obtained. The world’s third most popular social network among millennials, Snapchat have finally confirmed what we’ve all been waiting for; Snapchat advertising. The nifty app’s new ranking makes it globally more popular than Twitter, Pinterest, Vine, Google + and Tumblr.
Snap Happy – What’s the fuss about?
Let’s get this right, Snapchat is purely an image messaging application. Whether you’re already a member of the #snapfam (Snapchat family) or never used it. It can’t be ignored that Snapchat has undergone tremendous growth in video views. Therefore becoming a valuable media contender for the media share of wallet.
Snapchat’s core functionality is to produce multimedia messages – in real time. Being a multimedia mobile application it’s compelled by imagery. Snapchat simply sends photos or video when in ‘the moment’.
Currently over 100 million active daily users watch on average 10 billion videos per day. Far from its 2012 claim of 25 images sent per a second. In the here and now of 2016, Snapchat boasts 9,000 snaps sent every second. That’s more than 1 billion unique snaps generated every single day.
So what’s the big attraction? The proposition is very simple, Snapchat oozes fun, entertainment and creativity. It’s been invented in an age where people’s time is absorbed more than ever before, social media blunders can stick forever and people demand instant media. It’s all about ‘the moment’, like the same way you’d send a text. And now over 41% of all US 18-34 year olds are using it in some way every day.
Advertising Case Study: The Gatorade Dunk
For the 2016 Super Bowl, sports drink Gatorade teamed with Snapchat to create an exciting new mobile experience for Super Bowl’s victory. It generated over 60 million plays.
More than meets the eye
Snapchat is a visual way of expressing human emotion, and its intention is to not be a memory catcher. People are using it to speak and talk with friends. A study has shown that out of all the social media platforms, Snapchat has the highest engaged audience.
Snap ads offer full-screen video ads by combining branded video advertising and direct response to a snap. This enables Snapchatters to swipe and interact with the advertiser. To combat against advertising tools like Facebook Canvas and Gmail ads, Snapchat advertising will focus on vertical videos and full-screen format with the option to use audio.
Snapchat are still keeping their cards close to their chest. However, what we do know is that Snapchat advertising will be upon us at the end of Q4 / the start of 2017. One of the details that they have announced is that there will be a minimum spend of £50K.
Some details are still hazy such as creative options, demographics and location targeting, however, Crunch are in contact with our Snapchat Partners to gather more information.
What does this mean for education and recruitment?
Our Digital Consultant Jess Hickman has researched the impact that videos have in recruitment advertising. As there will be more competition for skilled workers in the UK, Snapchat advertising will be the perfect tool for recruiters to use. Short videos will allow advertisers to highlight culture and create excitement over specific roles.
There are several Snapchat Partners in the UK, some of which Crunch are already partnered with, and it looks like Snapchat will not be expanding on these.
We believe that Snapchat advertising will be a massive game changer in the education and recruitment industry.
There are still lots of details to be confirmed from Snapchat so Crunch will keep you up to date.