When it was initially released in 2011, Snapchat was an instant favorite among teenagers, largely due to the fact that content would disappear after being viewable for only a brief amount of time.
Regardless of your preconceived notions about it, this photo and video sharing app has quickly become popular with adults over the last year, making it a serious contender in the social media world. Snapchat is no longer just for teens, so why is it unique and how can we take advantage of this increasingly mainstream tool?
Snapchat doesn't keep score
Snapchat is stripped down social media and is all about living in the moment and sharing authentic experiences. There’s no photo editing, like on Facebook nd Instagram. There’s no popularity contest for who has the most Snapchat friends. There’s no keeping score.
Those who follow you on Snapchat can view your snaps and stories, but there’s no option to “like”, comment, or share them. That takes a tremendous amount of pressure off of users to create content that will receive a lot of “likes” versus creating content that is authentic. Society, in general, could take a cue from Snapchat’s stripped down approach. Marketers should follow this same philosophy in creating authentic content and not just focusing on the popular vote.
Unlike Facebook, you can’t pay for ads to pop up on a news feed in Snapchat, because there is no news feed. If you want to see what someone is up to, you have to follow them. Which means that anyone following you actually cares about what you have to say.
The full marketing potential of Snapchat remains widely untapped. That could change very quickly this year. Gary Vaynerchuk declared that 2016 is the year for Snapchat:
"...if you're running a business in 2016, you need to be thinking about Snapchat as a channel to grow your customer base. Period... I haven't seen this much consumer attention on one social platform since early 2007 and 2008 with Twitter."