Ask any ad buyer about Snapchat, and they’ll point to two main drawbacks: It can’t easily target ads and then measure how they did.
Snapchat ad campaigns are simply unsophisticated, at this point, compared to what’s the normal course of business on Google and Facebook. That’s why Snapchat is looking to build an ad technology platform that would give brands more targeting options and a better understanding of how their ads perform there.
Snapchat is the “it” platform of 2016. It seems to go from one hit to the next, whether Gatorade at the Super Bowl or Snapchat itself making headlines at South By Southwest.
Facebook has acquired the popular face-swapping app MSQRD, possibly in order to add more Snapchat-style photo features to its core platform.
Facebook and Snapchat are in full-fledged competition for ad dollars and users, and the main battlegrounds are messaging and video. "All of Snapchat and Facebook's updates are with the goal... to entice people to use their apps repeatedly throughout the day -- and to attract the advertising dollars that big-brand marketers spend to reach those users," writes Biz Carson.
As you’ve likely noticed, every social network seems intent on becoming a TV network these days.
YouTube recently announced a slate of original programming, Twitter has live-streaming deals in place with an expanding number of broadcasters and sporting codes, Snapchat’s working on episodic TV-style content to compliment their Discover material.
Facebook is a behemoth of a social network. With more than 1.9 billion active users, the social network dominates in user engagement and reach against every other popular network today.
So what’s their secret? The former head of Myspace, Mike Jones, explained it best while recounting Myspace’s defeat against the network to Business Insider:
“The real problem was that the world had been trained by MySpace that social networking was interesting, but the actual product had been perfected by Facebook.”
Facebook. Twitter. Instagram. All three are the juggernauts of the social scene. However, this may be all about to change with Snapchat becoming a more prevalent storytelling social platform. How will Snapchat disrupt the marketing landscape? For starters, Snapchat has the largest millennial following of all social media networks.
There’s been a lot of movement in terms of valuation for the major social networks over the past few months. Snapchat has seen its stock price fall back to its IPO value, while Facebook has risen to all-time highs. In the meantime, companies like Pinterest are still waiting to step from the private into the public realm, and LinkedIn and Tumblr have settled into their new digs at Microsoft and Yahoo, respectively.
With all of these changes taking place, we figured it would be a good time to go over where a few of the major social networks currently sit in regards to their valuation. Each of the companies listed in the chart below is valued based on their most recent sale price, valuation, or market cap.
Hootsuite, the social media management platform, today announced the acquisition of the Snapchat analytics solution created by Naritiv, a Los Angeles-based content creation company powering stories for brands.
Following its recent acquisitions of digital advertising technology leader AdEspresso, and social analytics solution-provider, LiftMetrix, this announcement underscores Hootsuite’s continued investment across today’s most relevant social networks and momentum in building a best-in-class social marketing solution.
While Snapchat’s API is an important step for the app, there is room for improvement to further facilitate ad buyers. One must be wary, though, that those changes do not compromise Snapchat’s uniqueness. Here are four ways that Snapchat can further expand its ad platform while retaining its identity.
MGM Resorts is taking Snapchat to the next level. Discover how its geofilters are dominating Las Vegas and what you can learn from its strategy.
Snapchat is trying to emulate the success of Facebook's ad business, with the launch of its application programming interface and an ad team that's organized via industry, not geography. However, the platform has yet to achieve the responsiveness of Facebook's much bigger ad sales team, observers say.
It’s sexy these days to analyze the gaudy advertising budgets that brands allocate towards promotion on social media channels.
But what about the ad spending of the social channels themselves? We’re glad you asked …
Kantar Media took a peek at the five big social channels in the US, and the $117.9 million they spent last year on marketing. Two of them stood well above the rest in expenditures and success.
IHOP and Snapchat have teamed up to create location-based image overlays that can only be added to photos snapped by patrons inside IHOP restaurants. The geofilters are part of a campaign to promote the chain's Double-Dipped French Toast, which also includes an online feature that lets users take new names based on breakfast foods.
Facebook’s assault on Snapchat continues.
This week, Facebook has announced that Instagram Stories is now being used by more than 250 million people every day, far eclipsing Snapchat, which has 166 million total users.
The data also indicates that the Stories format is growing in popularity on Instagram – as noted by TechCrunch, Stories’ growth rate is actually picking up speed, “adding the latest 50 million users in 2 months compared to 3 months for the previous 50 million”.
Over 160 trillion instant messages will be sent by 2019, according to research from Juniper.
Instant messages (IM) sent on platforms such as WhatsApp, Facebook Messenger and Snapchat will overtake email to become the most popular digital communication channel in 2015, according to data from Juniper Research.
With the new offering, announced at The Daily Mail's NewFront event yesterday, Snapchat's publishing partners can run 10-second ads on Discover.
Snapchat's latest ad offering, 10-second video ads, will run between articles and videos on Discover at a rate of $0.02 per view.
When MTV announced the nominees for next month’s Video Music Awards, it leaned on social media, of course, to create buzz. But the channel it selected for the big reveal underscores how real-time marketing is suddenly becoming a fragmented affair.
MTV used neither Facebook, where it counts 50 million fans, nor Twitter, with its 11 million followers. It instead chose Snapchat where it has just 150,000 followers.
Lawsuit accuses the app maker of routinely showing minors sexually explicit images without warning.
Snapchat is courting teenagers around the world who want to save their data plans with a new travel mode. When enabled, Snaps, Stories and Discovery content will only load if users tap them, rather than loading automatically when they open the app.
Travel Mode comes alongside several other new features for iOS and Android. Now users will be able to add as many emoji to their snaps as they want and place them individually, rather than having to add them as a rigid single string of text. The eye button for jumping from your Story to who watched it is coming back after a short absence.
Snapchat has announced a new set of features as the company looks to stand up in the face of rising competition from Facebook. The new options include unlimited Snap viewing time, emoji drawing and ‘Magic Eraser’ tools and video looping, while Snapchat’s creative tools have also been shifted within the app.
Here’s an overview of the key elements.
After posting a less-than-impressive first earnings report, Snap Inc., the parent company of Snapchat, is accelerating its efforts to generate significant revenue, announcing a new set of ad tools to help brands tap into Snapchat’s 166 million strong, Millennial-dominated audience.
First up, Snapchat's offering new promotional World Lenses, their next level Lens tool they launched back in November, and updated recently with new 3D overlay tools. Just as Lenses enable you to put a digital mask on your face, World Lenses do the same for the world around you, which seems perfectly suited to AR-enabled glasses, the next level of AR development.
Snapchat and Univision are working together to curate a Live Story for the Gold Cup Final. If the content is successful, it could create advertising possibilities for the platform.
With soccer fans from around the world gathering this weekend to watch the Gold Cup Final, media company Univision has partnered with Snapchat to bring the game to social media via the app's Live Stories feature.
Snapchat has tapped TV ratings company Nielsen to measure the audience numbers for its advertising, boosting its efforts to compete with other social sites such as Facebook, Twitter and Instagram. "We're committed to bringing all the major measurement solutions to our platform," Snapchat's Imran Khan said
Last night a slew of nude pictures started showing up on 4chan. Not terribly unusual, except these were images apparently snagged from hundreds of thousands of Snapchat users.
The event has been dubbed “the Snappening,” named after a previous nude photo hack called “The Fappening.” A month ago, a group of hackers found their way into several celebrity iCloud accounts, stole nude images found there, and posted them to 4chan. Most notable among the people targeted was actress Jennifer Lawrence, who called the incident a sex crime.
Snaplytics has unveiled an Influencer Tracking Platform that gives advertisers and influencers more campaign performance analytics on Snapchat and includes an influencer matching feature. The product will be free for influencers, but marketers will be charged.
In an experiment, interactive video ads on Snapchat will cost advertisers at least $40 per thousand impressions even if no consumer interacts with the ad. The gamble, David Kirkpatrick writes, is that advertisers won't be able to resist the chance to try such ads.
On Tuesday, your Snapchat posts can help raise money to fight AIDS
It feels good to put a cause-supporting filter on a social media post, but wouldn't it be nice if those little tokens of support actually counted in real money?
Tuesday, Dec. 1, is World AIDS Day, and Snapchat and the Bill and Melinda Gates Foundation have teamed up to donate up to $3 million to (RED), a nonprofit group that battles AIDS.
To participate, use one of the three special "World AIDS Day" geofilters on a Snapchat post Tuesday, and the foundation will donate $3, for a total of $3 million.
Furthermore, the Foundation will donate an additional $1 million if a (RED) YouTube video starring Scarlett Johansson, Barry Manilow & Jimmy Kimmel (below) is shared more than 330,000 times.
Users who want to join the donation effort directly won't be able to do so through Snapchat, but there are plenty of other ways to help, including donating money here, which also gives you a chance to hang out with celebs such as Snoop Dogg and Bono or win a trip to the Game of Thrones set.
RED has teamed up with tech giants before; for example, on last year's World AIDS Day Apple had a special section of its app store, called Apps for (RED), with proceeds of the sales from those apps going to the Global Fund to Fight AIDS.
Snapchat users can now incorporate the Bitmoji image generator into their accounts, giving brands an opportunity to introduce related organic content to engage users. Brands will be able to create their own Bitmojis to include in their stories and appeal to Snapchat users drawn to the icons.
Snapchat wants to get serious about advertising — and it’s looking for some much needed help.
The media company wants to build ad technology to automate its ad sales, and as part of the effort, Snapchat is looking at possible ad tech acquisitions to help bolster its in-house team, according to multiple sources.
Popular photo messaging app Snapchat may be having a change of heart about its foray into original content announced back in January, with a report via Deadline late Monday that it’s shuttering Snap Channel and laying off a number of employees — including its Head of Program Planning and Development, Marcus Wiley.
Many in marketing have been tricked to believe that access to more metrics means that a social media ROI formula can be found. Marketers have got it all wrong.
Snapchat has announced the launch of on-demand Geofilters on its platform. Geofilters are only available in specific geographic locations, and with this new feature, users can create their own Geofilters for personal or business use.
Snapchat doesn’t only busy itself with creating filters or adding clients to its Discover platform. It’s now becoming a publisher in its own right, starting with Real Life, a new online magazine.
Snapchat has released its first "Log in with Snapchat" button on the Bitmoji Keyboard app. It could be the first step in the platform's move to copy Facebook by enabling its users to have a digital ID that tracks them online and provides more opportunities to advertisers.
Snapchat has 150 million people using the service each day, said people familiar with the matter. That makes the four-year-old messaging app more popular than Twitter Inc. by daily active users. Snapchat has been growing quickly, boosted by its popularity among young people.
Snapchat is expanding an ad program that lets brands insert video ads between a user's stream of friends' stories. Users will see an "extraordinarily conservative" increase in ads, says Peter Sellis, head of monetization product.
We all know that Facebook and Snap Inc. are currently in the middle of a classic Silicon Valley tech battle - this one we might call 'The Battle of the Stories'.
Snap Inc. first introduced Stories to Snapchat back in October 2013, enabling users to upload an infinite number of photos or videos which would be visible to all of their followers for 24 hours. Soon after, Snap Inc. CEO Evan Spiegel turned down Facebook CEO Mark Zuckerberg's offer to buy Snapchat for $3 billion, which was the first step in the Stories battle yet to come.
Snapchat is looking to a future of mobile commerce with reported plans to transform its Discover channels into m-commerce destinations. The channels are a way for publishers to provide an in-app version of their offerings on Snapchat, and m-commerce would allow viewers to directly make purchases from items within those presentations.
Snapchat is about to introduce something advertisers have been wanting for ages: behavioral targeting.
If 4 billion daily views has become something of a milestone for leading online video platforms like YouTube and Facebook, Snapchat has just crossed this threshold with confounding velocity.
Following rumblings that Snapchat’s "Live Stories" section -- or snaps curated around locations and major events, like the VMAs -- were garnering 4 billion views per day, a company spokeswoman confirmed this figure to The Los Angeles Times.
Snapchat (NYSE:SNAP) may have just changed local marketing forever.
If you use Snapchat to market your small business, you can either post content to your story, where anyone who follows you can see it, or you can communicate with people individually. But now there’s a new option for businesses to consider.
Snapchat said it will allow its publisher partners (like CNN and Vice) to post links on social media that go directly to specific pieces of the publisher’s content within the ephemeral messaging app.
It’s an important development for publishers and brands for a couple of reasons. For one thing, Snapchat was, in its early days, a relatively closed space; publishers hadn’t been able to easily drive traffic back into their Snapchat content from other places. This could mark a move away from that.
Snapchat provides retailers a way to engage their audience while demonstrating the personality behind their business, writes Leila Lewis, founder of Inspired By This. Consider using geofilters to promote events, offering a behind-the-scenes look at your operations and offering exclusive perks to your followers.
Recommendation app Vurb is reportedly being bought by Snapchat for about $110 million, with extra payouts to keep the existing team amounting to almost the same figure.
Snapchat and Twitter are very different properties, but they have one thing in common: Both remain in the shadow of Facebook and Instagram.
Snapchat has been wooing TV networks and movie studios to create content for Discover, and efforts so far have led to a multiyear partnership with NBCUniversal, which will develop content on the platform related to shows such as "The Tonight Show Starring Jimmy Fallon." The shift to TV-type content could create challenges for Discover's current content partners who have built businesses around magazine formats, observers say.
Yesterday evening Snapchat chief executive Evan Spiegel sat onstage at Vanity Fair’s New Establishment Summit and made headlines with his statement that ads will be coming “soon,” and that they’ll be in the app’s Our Story feature.
He also added that they would not be targeted to users based on tastes, and from his description, they will not interrupt users’ one-on-one communications.
Now, this isn’t all that shocking. When Snapchat introduced Our Story back in June, it was pretty darn obvious that the feature would become an occasional billboard.