Snapchat Showing No Signs of Slowing Down
I can remember sitting in the not-so-fancy living room of my college house in Pittsburgh, talking to my four roommates about this new app, Snapchat, where the pictures you send disappear after a few seconds. Two of them had already downloaded it and were constantly sending funny pictures of themselves to each other, while the other two vowed they would NEVER be signing up for an account. I on the other hand was somewhere in the middle. I couldn’t quite see how a concept like this could ever last. I figured it would be just another fad that would fizzle out, similar to the way Dubsmash was all over your timeline a few months ago.
Fast forward a few years and you can see that it turns out I was very wrong, and so were my roommates, both of whom are now avid “snapchatters.” Snapchat hasn’t gone anywhere, and shows no sign of fizzling out anytime soon. Like many other social networks, Snapchat started out among the kids – teens and twenty somethings who jumped onto the bandwagon to escape their parents who are being blamed with “ruining” Facebook. While older audiences soon followed, Snapchat continues to be strong among young audience with the majority of users being aged 13-34. However, to grow, Snapchat knows they need to do more – and they are.
The Social Network Cycle
Similar to Twitter, Facebook, and Instagram, Snapchat started out as a consumer based platform, and like those three social networks, brands and companies eventually recognized that there was opportunity to directly connect with consumers. It is a popular and proven cycle of every successful social network: the kids make them popular, older audiences begin to join in, companies start to advertise and share branded content, then your mom joins and everything goes downhill. It seems like brands and companies are always the last to join the party. Unfortunately, for B2B companies, when they do show up, it is right before the lights come on and the music stops.
Will B2Bs Ever Utilize Snapchat?
While Snapchat is still relatively new and trying to find its niche, I question whether or not it will ever become a platform that is utilized by B2Bs. Eventually, it will, but it seems like it is only a matter of time before it continues through the same cycle as Twitter, Facebook, and Instagram.
With 100 million daily active users, B2Cs are already finding success connecting with consumers on Snapchat. Some through targeted ads and others simply through their own branded accounts that they urge people to follow for exclusive content on their Snapchat stories. One of my favorite B2Cs that I follow on Snapchat is Spotify. They regularly add videos and pictures to their story (which is available for 24 hours), and show behind the scenes of what it’s like to work at spotify as well as exclusive interviews with numerous musicians.
I think B2Bs can and will eventually take advantage of Snapchat and use it as a way to share exclusive content and build relationships with consumers. By connecting with their followers on other social platforms, they can urge people to follow them on Snapchat and find ways to create engaging content that consumers will enjoy. It is obvious now that Snapchat is not going anywhere and, just like my two roommates, it is only a matter of time before B2Bs join in on the fun!
About the Author
Cailyn Chrystal is a Project Manager at 898 Marketing. Cailyn develops strategies and manages implementation of content through social media channels for 898 Marketing and it’s clients, as well as optimization strategies for websites and content. Cailyn is a native of Youngstown, Ohio, and a graduate of Duquesne University where she earned her Bachelor’s Degree in Marketing Communications.