As part of a marketing survey, a 20-something associate of mine was recently asked how he used Facebook. His answer:
No surprise there, really. As soon as that platform became ubiquitous — ie- frequented by older adults — millennials drifted elsewhere, maintaining a page on it only so Aunt Martha could rest assured they’re living the Beaver Cleaver lifestyle.
However, their real activity was elsewhere.
As well, Facebook and other social platforms are so permanent. Once a message was out there, it was memorialized, conjuring thoughts of that awkward, wrinkled tattoo Granddad refuses to explain, probably for good reason.
Not only was it a platform where most older adults weren’t, it was ephemeral:
Putting it mildly, Snapchat’s usage exploded, mostly among young millennials.
Snapchat is trendy. It’s valued at an incredible $16billion, but it’s not yet making money.
Facebook isn’t cool anymore. Too many oldsters. But it is making money.
It’s important to note that the key here is vertical viewing.
Snapchatters do not turn their phones sideways, so marketing campaigns must adjust their thinking accordingly.
Getting started with marketing on Snapchat doesn’t need that level of sophistication to be effective. What it must be is direct, real, and fun.
- Display your product or service in casual, everyday surroundings.
- Make certain you’re shown using it.
- Offer previews and coupons that are here now and gone quickly.
In so doing, you’re innovating a twist on the time-tested marketing techniques of authority and scarcity.
If you’re interested, Amy’s tips can be accessed here.
Inevitably, a platform’s growth involves expanded demographics, and that’s happening to Snapchat. Take a look at this data for the past year:
- 60% of people in the USA between the ages of 13 and 35 now use it.
- Users in the 25-34 age group increased by 103%.
- 12% of its daily users in the USA are in the 35-54 age group.
What’s more, those in the 35-44 demographic average 43 hours/month on their smartphones. They’re looking for the most entertaining apps, and Snapchat fills the bill with its spontaneity and immediacy.
So, even when the younger crowd tires of this invasion and migrates somewhere else, Snapchat will remain a marketing medium that teems with potential. Given its casual nature, it’s also an excellent vehicle for simple homemade campaigns.
And now, even the over-35 crowd will appreciate them.