I first learned about Snapchat a couple of years ago. At the time it was the app of choice for high school and college students.
The first use of Snapchat by a brand that really caught my attention as being relevant to me happened last year when the music festival Bonnaroo sent secret hints to followers about who the line up was going to be. In all fairness, Bonnaroo is attended by mostly college students. Being a bit, um, older, I am an outlier at the festival, but it was the first time that Snapchat was relevant to me.
This is also a good time to remind everyone that today there are many outliers and it is not only possible but vital to focus more on behavior marketing than demographical marketing. Which leads me to wonder, should we be only thinking of Snapchat as the app of choice for young or will more and more people of various generations find use in it?
In the article, 3 signs your business is ready for Snapchat Andre Kay predicts that more people 18-40 will be using the app and highlights a case study of a brand using the tool for real-time coupon marketing.
As we all know, the best use of social media, especially for nonprofits, is to tell stories. NY Times recently highlighted the growing trend of Snapchat stories. It is rumored that one billion (with a B) stories are being viewed on Snapchat each day.
Snapchat seems to be on its way up. Remember when Facebook offered to buy it for $3 Billion and was turned down? Well, today we learned that the Chinese e-commerce company Alibaba is investing in Snapchat. This is a big deal for a couple of reasons. 1. Alibaba is China’s version of all of our favorite sites (Amazon, eBay, PayPal) rolled into one and had the largest ever IPO in history last year. 2. Their investment in Snapchat is being made with the valuation of Snapchat being at $15 billion – 5 times more than what Facebook offered to buy it.
I think it’s time to get serious about Snapchat.