An Afternoon with Snapchat

We had the privilege of attending a exclusive session with Snapchat,Snapchat_logo alongside our TELUS client and other creative agencies. Here are some of our highlights and takeaways from the day:

1. Canada loves puppy filters: There are 5.5MM+ daily active Snapchat users in Canada. As Snap pointed out, this isn’t just users with an account, they’re active users interacting routinely with the platform.

2. There are a lot of Moms and Dads on Snap: It’s not just kids, but parents that are on Snapchat – with 1/3 of users being parents. 38% of Snapchatters are 18 – 24 years old and 27% are 25 – 34 years old. If your target is millennial parents, you might want to add Snap to your marketing tool belt.

3. Move over Tinder – Snap is master of the swipe CTA: Rather than clicking a hyperlink or being redirected into a new web property, Snap provides advertisers the “upwards swipe.” What’s so cool about that? Interested users can easily swipe to see more content and be delivered right into a mobile website without being taken out of their Snapchat app. And the attractive part to marketers is you don’t need Snap to build you a custom website to take advantage of this feature. If you have a website optimized for mobile, Snap can integrate this existing website – letting you get the most out of your web development and design dollars.

4. Friends over Influencers: There may be concerns about influencers leaving Snapchat for Instagram Stories but the data shows 87% of Snapchatters rank close friends as the most influential on their purchasing decision. Influencers? Only 6% said that actually influenced their purchasing behaviour.

5. Pepsi & Snap go big: Pepsi worked with Snapchat to create the largest Snap campaign ever, creating original geofilters and lenses for consumers who purchase Pepsi products. So why is this worthy to note? It demonstrates the ability to scale the use of Snapchat for marketing and demonstrates the type of creative Snapchat can help advertisers create through collaboration. To read more about Pepsi’s Snap campaign check out Digiday’s article.

6. Why Snapchatters snap: If you’re thinking about using Snap for marketing, you should first understand why Snapchatters are using the platform in the first place and see if your target audience makes sense for the platform. 86% Snapchatters have used the platform to communicate with friends and family, 84% used it to make people laugh, and 43% have looked for advice on what to buy. Pepsi’s Director of Marketing, Lauren Cohen addresses this context when talking about the brand’s Snap campaign (see #5), saying, “This is our attempt to move from brand as advertiser to brand as entertainer.” Unlike Newsfeed posts on Facebook or bumper ads on YouTube, SnapChat is where brands need to entertain or be swiped over. 

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Some awesome Snapchat swag!

 

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Advertising solutions on Snapchat are only offered to marketers once the platform sees there’s a natural extension of how users are interacting content. No ad solutions are made available unless they’re validated by real users and see active engagement first.

 

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Getting our caffeine on!

 

 

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86% Snapchatters have used the platform to communicate with friends and family, 84% used it to make people laugh, and 43% have looked for advice on what to buy.
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Data shows 87% of Snapchatters rank close friends as the most influential on their purchasing decision.

 

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