It wasn’t too long ago that the CEO of Snapchat was spending an inordinate amount of time trying to convince people that his app was more than a tool for sexting teens. In just a few years, Snapchat has grown to be a social media behemoth that advertisers, media outlets and even the White House are taking quite seriously. Here are five reasons that organizations should be keeping an eye on Snapchat.
- 100 Million. That’s how many people are opening the app every day, according to Bloomberg. Snapchat is moving into Facebook’s territory by delivering 7 billion video clips a day, which is close to the number of video views on Facebook — which has 15 times more users.
- Forty percent of Snapchat users are 18-24, and seventy percent are under the age of 34. So yes, the platform’s demographics skew younger, but you shouldn’t dismiss the importance of the app or its future potential. The Wall Street Journal recently became the first U.S. newspaper on Snapchat’s Discover page even though the average age of a Journal reader is 50. It’s making a long-term bet according to the Journal’s Carla Zanoni. Snapchat users “share many core values with our current readers,” Zanoni said. Snapchat is likely to grow, and so will its users.
- More people watched the Snapchat Live Story montage feature about the 2015 MTV Video Music Awards than watched the actual awards on TV. Fast Company argues that Snapchat is bringing back the 1970s TV experience–offering limited choices to those with limited time. And that’s not a bad thing in a flooded media landscape.
- Snapchat is becoming increasingly appealing to advertisers. It plans to allow targeted ads based on a user’s past behavior, and may be moving towards allowing brands to target ads based on web browsing and search behavior outside of the app.
- The app may be preparing to add audio and video messaging features –similar to Skype or Facetime–according to the LA Times. This could be a powerful tool for organizations looking to improve on webinars and live broadcasts–which are often too long and have limited appeal.
What are your thoughts on Snapchat? Is it a passing fad? Is it worth your organization investing its time and resources into yet another platform? Tell me in the comments below, or tweet me at @chbrenchley.