Snapchat is growing up. The social network that took the tweens and teens by storm over the past few years is attracting an older audience. Just like MySpace and Facebook before it, the social network is growing past their early adopter phase and becoming part of the larger social networks marketers need to focus on to improve their business.
This is especially important with the new release of Snapchat Memories. It is a key step away from their “ephemeral” photos phase. This was the phase where they encouraged users to shoot videos and photos without caring if they were good.
The new memories are Snaps or Stories that can be saved for later use or also can be from other social networks. In essence, it is a camera roll of snaps available when you want to share or combine snaps together.
The feature is still being rolled out, so this is a first chance opportunity to start using Snapchat as they grow the platforms capabilities. It should be available globally in the next month or two on iOS and Android devices.
While many younger users are familiar with Snapchat, it is still not as well known among Gen X and Baby Boomers. This is changing with 50% of new users coming to the platform now being over the age of 25.
With close to 100 million active daily users on the social network, they are competing with many of the larger social networks. Although they are still not close to the size and scope of Facebook at this time.
The key here is that Snapchat started as a social network exclusively on your mobile device. In that respect they are similar to Instagram.
However, unlike other social networks they deleted all images and videos immediately after they were viewed. The original concept was based around privacy. Younger generations craved the ability to have fun and not have one night mistakes published for life.
The idea was simple. You published a photo or video. It got shared to your selected group of friends. After being watched once or twice, the snaps were automatically deleted from the Snapchat server. It was something even Snapchat could not control.
That way, no government could go snooping around the company servers to find incriminating evidence against their users.
While the initial idea generated tremendous traffic growth, for the social network to continue growing they need additional features to compete.
This is why Memories is important. It helps them compete with the other social networks like Facebook, Instagram, and Twitter for users.
It is also why in a few months; Snapchat will probably look more like the other social networks than the unique idea it was when launched.
This growth and adoption of new features should increase their marketability for companies. Now, companies just need to master another social network to build more customers online before younger audiences move on to the next social network not covered in advertisements.
As we mentioned earlier, Snapchat billed itself as a place where you could create ephemeral content. In other words, your videos and images do not need to be perfect. You put them up for fun and to share with your friends.
Their imperfection attracted users to Snapchat. Users wanted to see real photos and videos from their friends.
This social network helps them achieve a level of humanness that surpasses the other social networks at the moment.
With Snapchat the newcomer to the party, they might charge for their ads. However, it is not as much as the other platforms. That is great news for small business owners who do not have the multi-million dollar budgets Inc. 500 companies have.
After all, businesses do not necessarily want the ephemeral. They want social content that engages their users to learn more about their business. Improved design can help with that objective.
Snapchat is the new kid on the block for social media. Therefore, if you want to get the advantage over your competitors it is best to jump on the bandwagon now before it gets over crowded like Facebook and other mature social networks.
The best way to do that is by creating the type of quality, human-like content that users love on the social network. If you need help determining a strategy, then reach out to us at Shout for a free, initial consultation session.